The Influence of Electronic Word of Mouth, Customer Perception and Green Brand Image on Green Purchase Decision with Mediation of Green Attitude on Products Local Green Coffee Shop

This research was conducted to determine the perceptions and attitudes of the public from purchasing products at the Local Green Coffee Shop. Through the variables of Electronic Word Of Mouth, Customer Perception, Green Brand Image to Green Purchase Decision which is mediated by Green Attitude on local green coffee shop products. The object of this research is someone who is active in social media and transacts at a local Green Coffee Shop, domiciled in Jabodetabek, Bandung, Surabaya and Bali. This research was conducted by 125 respondents. This study uses purposive sampling techniques to measure the perceptions and attitudes of the sample. The Structural Equation Model (SEM) was used along with the SmartPLS 4.0 analysis tool. The results showed that Electronic Word Of Mouth has a positive and significant effect on Green Purchase Decision; Customer Perception has a positive and insignificant effect on Green Purchase Decision; Green Brand Image has a positive and significant effect on Green Purchase Decision; Green Attitude positively and significantly mediates the relationship between Electronic Word Of Mouth and Green Purchase Decision; and Green Attitude positively and insignificantly mediates the relationship between Customer Perception. The findings of this study are expected to serve as a reference for coffee shop owners and teenagers who want to establish a Green Coffee Shop.