A Conjoint Analysis of the Preferred Digital Marketing Approaches for Coffee Shops Among Gen Z College Students in Davao City

Lendon John Gabato; Angel Steffanie Latip; Katrina Kyla Pielago; Kiarra Nicole Sanchez; Angeline Vilvestre

doi:10.55927/ijbae.v4i3.142

Authors

Lendon John Gabato Ateneo de Davao University
Angel Steffanie Latip Ateneo de Davao University
Katrina Kyla Pielago Ateneo de Davao University
Kiarra Nicole Sanchez Ateneo de Davao University
Angeline Vilvestre Ateneo de Davao University

DOI:

https://doi.org/10.55927/ijbae.v4i3.142

Keywords:

Digital Marketing, Gen Z Preferences, Conjoint Analysis, Consumer Behavior, Social Media Strategy

Abstract

This study identifies preferred digital marketing approaches for coffee shops among Gen Z college students in Davao City. Using Multi-Attribute Utility Theory (MAUT) and Integrated Marketing Communication Theory (IMC), conjoint analysis via the PAPRIKA method in 1000minds assessed five attributes: social media platform, publicity type, content type, advertisement type, and online credibility. Based on responses from 300 verified Gen Z students, content type (26.7%) emerged as the most influential factor, followed by social media platform (24.7%) and publicity type (18.7%). Results reveal Gen Z favors engaging, interactive content on platforms they frequently use. These insights offer practical direction for coffee shop owners to craft content-driven digital strategies tailored to Gen Z preferences.

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