In a vibration motor holding structure for retaining a vibration motor having eccentric weights at rotation shaft ends and holding the vibration motor on a circuit board, there is provided a metal holder having support legs provided along a part of the length of the vibration motor and protruding horizontally in the direction orthogonal to the longitudinal direction of the vibration motor on both sides thereof. Thus, the vibration motor can be prevented from falling over during the mounting process and be held on the circuit board at solder-applied positions.