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The purchase decision of consumers on a product can be influenced by various things as advertising , media and environmental factors. From the perspective of media , the purchase decision of people did not only came from a single media only.. On the other hand , a tendency to reduce the risk in the buying will encourage consumers to build a better understanding of products So , based on the media richness theory, this study seeks to identify the relationship between online media and media face-to-face on the strengthening of understanding consumers of products finally affect decision their purchases .This research focus on social media, google searching machine, friends or family and store choice as a media that is attributed to consumers to explain the uncertainty concerning price, function, quality, brand, warranty and design of cellular phone product.The research was done in students of the faculty of social science and politics university riau pekanbaru. 96 questionnaire have been distributed in this study in the field, data analyzed use spss version 17. The results indicate online media are a source of information first consumers of products but not in terms of decisionmaking. While, friends or family and stores choice is a source of information appendages for those to strengthen understanding of products before make a purchase decision. In conclusion , a combination between friends and stores choice is a media that affects the process of purchase decision making by consumers cellular phone products.

Buying Decision: The Links Between Online Media and Face To Face Interaction with Hearing Impairment