In this modern era, the use of digital wallets has become a trend in people's lifestyles in the transaction. In Indonesia, there are 38 digital wallets with official licenses, one of which is OVO. In its development, OVO is considered to have a very rapid growth to successfully occupy the position of the two most popular e-wallets in Indonesia. Because of this, this research was conducted to determine consumer preferences in using OVO in Bandung.
In this study, the method used is a quantitative method with descriptive analysis and factor analysis as data processing assisted with SPSS. The sampling technique used is a nonprobability sampling technique with a purposive sampling type. The respondents surveyed in this study were 100 people who reside in Bandung and use OVO for transactions.
The results showed that eleven initial factors became consumers' preferences in using OVO in Bandung. Based on the results of data processing with descriptive analysis, consumer preference variables are included in the high category, with a score of 81.85%. Based on factor analysis, the factor formed is one factor, namely competitive advantage, with the dominant factor being security, which has the most considerable correlation of 0.929 or 92, 9%.