MIX: JURNAL ILMIAH MANAJEMEN

Abstract. The study aims to determine the most preferred e-service quality attribute
chosen by customers and classify customers based on their preferences and
sociodemographic characteristics in Malang city. This research used quantitative
approach with descriptive research. The research objects were 105 respondents of
instagram online shop customers in Malang selected using quota sampling method. The
analysis methods used were cluster and conjoint analysis. The results showed that
Instagram online shop customers in Malang were classified into 2 segments; the first
segment (adults) was college students and employees above 20 years of age with IDR
2.5 – 5 million incomes per month. Meanwhile, the second segment (teenagers) was
high school and college students under 20 years of age with less than IDR 1 million per
month revenue. Both segments prioritized fulfillment (product shipments) when they
would like to shop in instagram. The least e-service quality attribute considered by
customer was efficiency (information efficiency).

Keywords : E-Service Quality, Segmentation, Instagram, Conjoint Analysis and Cluster Analysis