Psychographic Segmentation Analysis of Consumers in the Coffee Shop Industry: A Systematic Study of Behavior, Lifestyle, and Modern Marketing Strategies

Qorisyatul Arika, Muh. Syarif, Suyono Suyono

Abstract


This study aims to systematically and comprehensively review the literature related to consumer psychographic segmentation in the coffee shop industry and its implications for formulating more targeted marketing strategies. The approach used in this study is a Systematic Literature Review (SLR), which is implemented through four main stages: identification, screening, eligibility, and inclusion, with reference to the PRISMA protocol to ensure a transparent and methodologically accountable article selection process. Data sources in this study were obtained from reputable national and international journals indexed in leading scientific databases, with a publication period between 2020 and 2025, thus ensuring the relevance of the findings to current market conditions. The results of the study indicate that psychographic segmentation, which includes dimensions of lifestyle, interests, personality, motivation, and consumer opinion, has a significant influence on the formation of consumer behavior and purchasing decisions in coffee shops. Furthermore, this study also identified that experiential marketing strategies (experience marketing) and digital marketing (digital marketing) are two dominant factors that contribute significantly to attracting, retaining, and building consumer loyalty in modern coffee shops, especially among millennials and Generation Z

Keywords


Coffee Shop, Consumer Behavior, Marketing Strategy, Psychographic Segmentation, Systematic Literature Review

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References


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DOI: https://doi.org/10.17509/ijdb.v5i4.102244

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