Abstract

This study aims to examine the influence of testimonials and word of mouth on consumer purchase decisions at KL Space Coffee Shop in Mataram City. Employing a quantitative approach and an associative method, data were collected through questionnaires distributed to 100 respondents and analyzed using SmartPLS 4. The findings reveal that both testimonials and word of mouth have a positive and significant impact on purchase decisions. These results indicate that consumer perceptions of reviews and informal recommendations play a critical role in encouraging purchasing behavior in the coffee shop sector. The implications of this study highlight the importance of customer experience-based communication strategies in influencing consumer purchase decisions at KL Space Coffee Shop, Mataram City.

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