Theanalysis methods used have been cluster and conjoint analysis. The results showed thatInstagram online shop customers in Malang were categorized into 2 segments; the firstsegment was school college students and workers above 20 years of age with IDR2.5 – 5 million incomes per 30 days. Meanwhile, the second phase washigh college and school students underneath 20 years of age with less than IDR 1 million permonth income. Both segments prioritized success when theywould like to shop in instagram. The least e-service high quality attribute considered bycustomer was efficiency .
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