<![CDATA[This study investigates the influence of Word of Mouth (WOM) and Store Atmosphere on Guest Satisfaction, with Purchase Decision serving as a mediating variable. The research is conceptually grounded in the Theory of Planned Behavior and the Stimulus–Organism–Response framework, which explain the roles of social influence and environmental stimuli in shaping consumer behavioral responses. A quantitative research approach employing a causal design was adopted. Primary data were collected through structured questionnaires administered to 100 consumers of local tourism enterprises affiliated with Tempekan Perekonomian Pariwisata (TPP) Canggu Bali using accidental sampling. The proposed structural relationships were examined using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The empirical findings reveal that word of mouth exerts a positive and statistically significant influence on both purchase decision and guest satisfaction. Conversely, store atmosphere significantly influences purchase decision but does not demonstrate a direct significant effect on guest satisfaction. Furthermore, purchase decision significantly enhances guest satisfaction and functions as a partial mediator in the relationship between word of mouth and guest satisfaction, while fully mediating the relationship between store atmosphere and guest satisfaction. These findings underscore the pivotal role of purchase decision as the underlying mechanism through which marketing communication and environmental attributes contribute to guest satisfaction. Accordingly, strengthening positive customer recommendations, enhancing the physical service environment, and fostering favorable purchasing decisions constitute strategic priorities for improving guest satisfaction and reinforcing the long-term competitiveness of community-based tourism enterprises.]]>
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