In this study, the food preferences of 100 University of the Philippines Diliman (UPD) undergraduate students and their choice of on-campus food service providers were investigated. Cluster sampling method was utilized through Qualtrics online survey completed from four quadrants based on college locations. The Qualtrics online survey was distributed through online platforms and physical interactions. Using a mixed method approach through Likert scales and open-ended questions, the survey questionnaire explored five key factors: social influences, accessibility, budget constraints, nutrition/variety, and time constraints. Key findings showed that social dynamics strongly influence food preferences, this is especially true when peers are present during meals. In addition, the majority of respondents change their food preferences based on peer preferences. In terms of accessibility, respondents reported easy access to food outlets within walking distance which increased their preferences toward proximate food establishments. However, repeat food choices, in addition to a commonality with processed foods, were flagged as major problems by respondents for these nearby outlets since they believe that they do not have a choice but to choose less healthy food given the unavailability. With regards to budget constraints, affordability forces respondents to choose less costly, but frequently less nutritious food. Furthermore, convenience was ranked higher by respondents than quality and nutrition. These results show that there are practical changes needed in the UPD foodscape to improve the quality of UPD foods. The result of the study suggests that reasonably priced student meal packages, eating option alternatives should include healthier and more varied options. Food safety guidelines should be stricter as respondents raised concern about food mismanagement on campus. Nutrition education, by means of menu labeling and awareness initiatives should also be provided since a number of respondents manifested low regard to the nutritional content of their food. The result of this study can provide a starting point for the university and its food establishments to develop a foodscape that embodies the UPD principles of Honor, Excellence and Service; and also foster students' overall well being.

Social media marketing has become more evident nowadays in promoting businesses. Tiktok is the fourth largest social media platform around the world with 1 billion users. As such, TikTok is being utilized by businesses to promote their products and services. Moreover, Gen Z is used to online activities that influence their eating habits to shift towards buying snacks online. Thus, Gen Z prefers buying online because of the convenience. This study aims to understand the effect of TikTok videos as a marketing tool and determine the elements that persuade users to purchase the product in the video. This study is a quasi-experimental research that utilized a quantitative approach using survey questionnaires. The researchers presented three pre-selected Tiktok videos from three emicro-influencers promoting convenience products with a time duration of 150-180 seconds. The survey was distributed using Qualtrics a total of 296 responses were collected from Gen Z's 18 - 29 years old residing in the Philippines. The data gathered was analyzed using descriptive analysis techniques and Pearson Correlation in the SPSS software. The result showed that there is a significant relationship between Motivation, Video Information Quality, Product Information Visualization and EWOM of TikTok Video and Purchase Intention with a value of r = 0.871. In addition, the study indicates that TikTok videos with engaging contents and high motivational appeal significantly increases users' purchase intention. Furthermore, product information, narrative, and visual aesthetic are important elements that influence users' purchase intention. These elements also affect the credibility of TikTok influencers and viewer engagements, consequently influencing purchase intention.