The Word-Of-Mouth (WOM) : a case study of lenovo's smartphone toward consumer purchase behaviour in Kota Kinabalu / Norasimah Asim

In recent years, word of mouth (WOM) becomes more crucial than other marketing tools. WOM were spreads easily in order to promote product and services. This research aims to study of Lenovo's Smartphone toward consumer purchase behaviour in Kota Kinabalu. The problem statement is to study the impact of WOM on consumer purchase behaviour In Kota Kinabalu. The objectives for this study consists of to determine whether dimensions of WOM which is brand, trust, and credibility having significant toward consumer purchase behaviour and to suggest the other marketing tools that should Lenovo's Smartphone implementation in future. Further, this study used the quantitative research whereby the researcher using the questionnaires to collect the data. The respondents consist of 230 of IPTA student in Kota Kinabalu. Then, the data analysis used SSPS in order to analysis the reliability, frequency and regression. Next, the summary of findings from this study it is showed that the dimensions of WOM having significant to consumer purchase behaviour in Kota Kinabalu. From the data findings it is showed that the highest significant of dimensions of WOM was brand which is indicating the highest percentage changes to consumer purchase behaviour in Kota Kinabalu for Lenovo's Smartphone. The limitations of study, future research and suggestion were identified and proposed.