<![CDATA[Customer loyalty in Indonesia's local supermarket sector is increasingly difficult to maintain as convenience store chains, e-commerce, and changing shopping expectations expand consumer alternatives. Previous studies have generally examined Word of Mouth or Store Atmosphere separately and placed satisfaction and word-of-mouth communication in distinct causal roles, leaving limited evidence on how social information and physical environmental stimuli jointly create loyalty in traditional supermarkets. This study integrates the Stimulus-Organism-Response framework and the logic of post-purchase consumer behavior by placing Word of Mouth and Store Atmosphere as stimuli, Consumer Satisfaction as the organism, and Customer Loyalty as the response. Survey data were obtained from 120 regular customers of Maju Bersama Supermarket, Medan, and analyzed using PLS-SEM in SmartPLS 4.0. The results indicate that Word of Mouth and Store Atmosphere have a positive effect on Consumer Satisfaction and Customer Loyalty, while Consumer Satisfaction has a positive effect on Customer Loyalty. Both indirect effects are also significant, indicating complementary partial mediation rather than full mediation. The novelty of this research lies in the integration of social and atmospheric stimuli into a single loyalty model within the context of a local supermarket. Theoretically, these findings extend SOR-based retail research by clarifying satisfaction as an affective-evaluative mechanism. Practically, managers should coordinate referral and review initiatives with improvements in layout, cleanliness, lighting, music, and service consistency to strengthen long-term customer satisfaction and retention. ]]>
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