Phenomenon of Digitial Word of Mouth To The Smartphone Buying Decision

Author

Irwan Tarmawan, S.Sn., M.Ds Dr. Taufan Hidayatullah, S.Sn, M.Ds

Abstrak

The phenomenon of word of mouth, particularly through digital media makes one of the important references that should be considered in taking action more targeted marketing communications. Research on “Phenomenon Word Of Mouth Digital In Smartphone Buying Decisions”, is a research field of marketing communications. The goal is to reveal and find the relationship phenomenon of word of mouth that continues to grow especially in the digital media, the marketing communications activities. How is the phenomenon of the digital word of mouth can influence buying decisions for smartphones, as well as the extent to which the digital word of mouth can be a reference to the activities of marketing communications, branding and promotional mix as a media interaction in influencing the decision to buy a smartphone, it is interesting to study. This study used a qualitative method with phenomenological approach. This phenomenological study uses data users of digital media, especially the Internet such as websites, social media, blogs or forums digital. Explaining in seeking and giving information as a form of word of mouth through the results screen capture different sources of information from the internet, as well as in-depth interviews. The phenomenon of word of mouth becomes an important activity when searching for information.