The emergence of the trend of premium coffee drink products among youths has recently made many coffee businesses appear so that the competition is getting tighter. In addition, coupled with the challenges that must be faced directly during the COVID-19 pandemic, business actors must be able to change their marketing strategies in order to attract consumers and stay afloat. efforts that can be made in order to survive the competition during the pandemic by utilizing WoM as a free and promising marketing medium that can be used today. The purpose of this study was to examine the effect of components of the 4P marketing mix on word of mouth (WOM) during the covid-19 pandemic. This study uses Structural Equation Modeling (SEM-PLS) analysis in analyzing each variable. Data were collected by interviewing 406 respondents using the purposive sampling method. This study found that the 4p marketing mix has a positive and significant effect on electronic word of mouth and the biggest influence of the marketing mix is a promotion which has an effect on electronic word of mouth.