THE EFFECT OF SHOPPING ORIENTATION, PRODUCT ATTRIBUTES, AND ELECTRONIC WORD OF MOUTH (E-WOM) ON ONLINE PURCHASE INTENT IN THE MARKETPLACE

: Each individual has a different shopping orientation which is shown through opinions, desires, and individual activities when shopping. Currently, individual understanding of shopping orientation is the ease of shopping. The convenience of this shopping can be obtained through online shopping marketplaces. Some of the attributes that exist in the online marketplace as a shopping place used by consumers are having a variety of choices in payment methods, ease of use, data security factors are also important including security in transactions, product guarantees, speed of delivery and related shipping fee promos offered, this is often a consideration for consumers to buy a product on an online marketplace. Online marketplace providers such as Shopee, Tokopedia, Bukalapak, and others each provide comment column features such as product reviews and product discussions to assist customers in making purchases. The purpose of this study was to determine the effect of shopping orientation, product attributes and electronic word of mouth partially on online purchase intentions in marketplaces using multiple linear regression analysis. The research population was Indonesian people who had purchased online marketplaces with a sample of 270 respondents using the purposive sampling method, and then processed with the help of SPSS 25 statistical software. The results showed that from multiple linear regression analysis and testing the shopping orientation hypothesis, product attributes and electronic word of mouth positively and significantly influences purchase intention. This study is expected to provide theoretical and practical insights on how marketers can facilitate and assist people's needs in today's technologically advanced era.


INTRODUCTION
Business competition that occurs today is very tight, the influence of technology makes business people experience competition. Marketing in the business world is very important, because marketing is the main key to a business or business can run well and can market its products well as well. Marketing is the process of offering goods or services that are carried out to meet the needs desired by consumers. Currently marketing that is needed is marketing in online business.
One of them is through internet media.   (Seock, 2007). According to Kotler and Armstrong (2001: 354) in Ichwan (2010), product attributes are components of product properties that can provide benefits such as those offered by a product. According to Kotler and Armstrong (2008: 272) product attributes consist of product quality, product features, style and product design. Holak (1990) in Ho and Wu (2011) suggests "Purchase intentions are largely governed by perceived product attributes and consumer traits." This means that purchase intent is largely influenced by perceived product attributes and consumer character. Holak (1990) states consumers must take into account product attributes, which are related to their characteristics to form an intention to purchase.
Online marketplace providers such as Shopee, Tokopedia, Bukalapak, and others each provide comment column features such as item reviews and product discussions.        Based on statistical tests, the following results were obtained: The regression equation can be described as follows: 1 According to Kotler and Armstrong (2001: 354) in Ichwan (2010), product attributes are components of product properties that can provide benefits such as those offered by a product. According to Kotler and Armstrong (2008: 272) product attributes consist of product quality, product features, style and product design. Holak (1990) in Ho and Wu (2011) suggests "Purchase intentions are largely governed by perceived product attributes and consumer traits." This means that purchase intent is largely influenced by perceived product attributes and consumer character. Holak (1990) states consumers must take into account product attributes, which are related to their characteristics to form an intention to purchase. 4 responses related to product attributes at the highest item value are statements from "to ensure that I buy the correct product/brand, I often read online reviews of a product on the online marketplace", according to the classification of score interpretation then the value is declared Very Good. This shows that marketplace users in Indonesia online reviews on the marketplace are very helpful in determining the right product to buy, on the marketplace when searching for a product will be displayed with many of the same products by having their own reviews with it users or buyers can choose the product that has the best impression or review to buy because the product was already guaranteed with the previous buyer.
The emergence of electronic word of mouth is now one of the most effective sources of marketing (Hennig-Thurau et al., 2004). Consumers now read electronic word of mouth to make purchasing choices.
Research also illustrates that word of mouth is more effective than personal selling, traditional marketing and conventional media advertising (Cheung, Luo, Sia, and Chen 2009)