Word of Mouth Communications Study and Its Impact on Purchasing Decisions on Blackberry Products : Case Study At University Student Widyatama

Abstract

Intense competition among peers resulted in the company needs to implement aggressive promotion. Marketers must find ways to attract the attention of consumers so that they make a purchase. One of the ways that can be used by marketers is to use the Word Of Mouth Communication. Word of Mouth Communications process is well expected to influence purchasing decisions. The purpose of this study to determine how respondents Word Of Mouth Communications on BlackBerry products on Widyatama University students, and to know how much of an impact on product purchasing decisions WOMC Blackberry on Widyatama University students. The method used is descriptive method with a sample of students of the Faculty of Business and Management, University of Widyatama. The sampling technique used accidental sampling techniques and statistical tools Spearman Rank analysis. The data used are primary and secondary data. The results showed that the process WOMC significantly impact on product purchasing decisions on University StudentsWidyatama Blackberry. This, due to WOMC process is one of the most effective promotional tool to strengthen the product purchase decision, because the references of the user is a valuable experience and as a material consideration in the purchase of a product. Therefore, this study suggests that the process of WOMC supported by promotional tools that others, such as through sales promotion, it is suggested that the company continues to develop communication technology according to the needs of Blackberry users.