Financial technology (fintech) emerged as a form of innovation in digital payment systems. OVO is one of the platforms that has contributed to the growth of digital payment service providers in Indonesia. This platform is a subsidiary of the Lippo Company managed by PT. Visionet International. According to a report released by CB Insight titled "The Global Unicorn Club OVO" has been a unicorn status since March 14 th , 2019, and seat in the 2 nd ranks with a valuation of $ 2.9 billion (Rp. 40.6 trillion). This is can be the effect of the various facilities and friendly users so that OVO continues to make a better future of Fintech as comfort that always available in accessing support economic activities in the industrial era 4.0. This study aims to determine what factors influence consumer preferences in using digital payment OVO. The technique used is purposive random sampling by distributing questionnaires to specific respondents. The factors that are considered influential are gender, student level, average student financial per month, brand image, risk perception, price, and ease of use. Using binary logistic regression analysis (logit), this research concluded that the factors of influence consumer preferences in using digital payments OVO are risk perception and price.