Java: Variable assignment not working within an IF statement (EASY STUFF)

I'm trying to ask someone for a string (can't be an integer because the rows are numbered A-C). However, the re-assignment code between the if statements is not working.

Input:

System.out.println("Player " + player + " please enter the row. (A-C)");
        String userRow = sc.nextLine();
        System.out.println("Player " + player + " please enter the column. (1-3)");
        String userCol = sc.nextLine();

        System.out.println("userRow is " + userRow);
        if (userRow == "A" || userRow == "a" || userRow == "1")
            userRow = "0";
        if (userRow == "B" || userRow == "b" || userRow == "2")
            userRow = "1";
        if (userRow == "C" || userRow == "c" || userRow == "3")
            userRow = "2";
        System.out.println("After transformation: userRow is " + userRow);
        int exactRow = Integer.parseInt(userRow);

Output:

Player X please enter the row. (A-C)

A

Player X please enter the column. (1-3)

3

userRow is A

After transformation: userRow is A

Exception in thread "main" java.lang.NumberFormatException: For input string: "A"

at java.lang.NumberFormatException.forInputString(Unknown Source)

at java.lang.Integer.parseInt(Unknown Source)