Pengaruh Atribut Produk dan Komunikasi dari Mulut ke Mulut (Wom) Terhadap Niat Pembelian Ulang di Toko Online Shopee

The purpose of this study is to analyze the effect of product attributes, product information, product quality, product prices, and the influence of WOM on the intention to buy online at shopee. Also , this study aims to identify which of the independent variables (word of mouth and product attributes) provide more impact toward purchase intention. The data set is collected through self-administered questionnaire and conveniently. The data set is collected through self-administered questionnaire and conveniently collected using non probability random sampling method. A sample of 100 was collected from Surabaya city. In this study concluded about product information, product quality, product prices, word of mouth significantly influence the purchase commitment in shopeee online stores. This is evident in the hypothesis of F arithmetic of 16.743 with a significance value of 0,000 significance values ≤0.05. Based on these results, the intention to buy at shopee online stores in Surabaya is influenced by four variables, namely. Product information, product quality, product prices, word of mouth. With this variable, it is expected that the Surabaya people will have more to buy at shopee online stores in Surabaya. Keywords: Product Attributes, Product Information, Product Quality, Product Price, Word Of Mouth (Wom), Intention To Repurchas