Saat ini, cashless sudah menjadi bagian hidup masyarakat Indonesia terutama anak muda. Mereka menggunakan transaksi non tunai melalui smartphone mereka. OVO merupakan salah satu mobile payment application yang paling banyak digunakan. Namun, anak muda pada umumnya bersikap tidak loyal terhadap suatu brand. Untuk itu, penelitian ini dilakukan untuk mengetahui pengaruh customer satisfaction, customer value, dan service quality terhadap brand loyalty OVO di kalangan mahasiswa UPH. Penelitian ini menggunakan metode kuantitatif dengan cara menyebarkan kuesioner melalui Google Forms. Data dianalisis menggunakan SPSS 25. Hasil penelitian menunjukkan bahwa customer satisfaction memiliki pengaruh terhadap brand loyalty, sedangkan customer value dan service quality tidak memiliki pengaruh terhadap brand loyalty./Currently, cashless has become a part of Indonesian people's lives, especially young people. They use non-cash transactions through their smartphones. OVO is one of the most widely used mobile payment applications. However, young people are generally not loyal to a brand. Because of that, this study is conducted to determine the effects of customer satisfaction, customer value, and service quality on OVO brand loyalty among UPH students. This research uses quantitative method by distributing questionnaires through Google Forms. Data is analyzed using SPSS 25. The result shows that customer satisfaction has an effect on brand loyalty, while customer value and service quality do not have effects on brand loyalty.