Main Article Content
Abstract
The current digital era, known as Industry 4.0, has spurred the advancement of internet-based technology. Among these advancements, electronic wallets (e-wallets) have taken the spotlight. In Indonesia, OVO has emerged as one of the largest e-wallets, holding an official license from Bank Indonesia. Despite its significant presence, OVO has maintained the second rank from Q3 2018 to Q2 2020, indicating room for expanding its market share. This study explores the determinants of user interest in the OVO e-wallet application, focusing on promotion, perceived convenience, perceived security, and trust. 110 students in Malang City, actively using OVO for transactions, participated in the study. The findings demonstrate that perceived convenience and security significantly and positively impact customer trust in OVO. Promotion, on the other hand, has a positive yet insignificant effect on trust. The study also highlights that promotion, perceived convenience, perceived security, and trust significantly influence user interest in the OVO app. Moreover, trust acts as a mediator among promotion, perceived convenience, and perceived security, affecting user interest in the OVO application. This research underscores the importance of comprehending the factors shaping e-wallet user interest in the context of OVO. The results offer valuable insights for companies to enhance promotional strategies, bolster perceptions of convenience and security, and cultivate customer trust, thereby boosting interest in the OVO e-wallet application in the future.