<p>This study aims to examine the direct effects of store atmosphere, brand love, brand image, and word of mouth on purchase decisions. As well as knowing the role of word of mouth in mediating the relationship between store atmosphere, brand love and brand image toward purchase decisions. Total samples involving 116 respondents obtained from the calculation using the iteration method. The sampling technique used is the incidental sampling technique. The results indicate that brand love, brand image and word of mouth had a direct effect on purchase decisions, except for store atmosphere. The store atmosphere has an insignificant effect on the purchase decision, it means that the consumer will not change the purchase decision just because of their perception of the store atmosphere. Word of mouth is proven to be able to mediate the relationship of store atmosphere, brand love and brand image, this research is complement previous studies. Word of mouth has an important role in influencing consumer purchasing decisions. Therefore, companies must maintain good word of mouth among consumers.<strong></strong></p>