The examine goals to determine the most most popular e-service quality attribute chosen by customers and classify clients primarily based on their preferences andsociodemographic traits in Malang metropolis. This research used quantitativeapproach with descriptive analysis. The analysis objects were a hundred and five respondents ofinstagram online shop customers in Malang chosen utilizing quota sampling method. Theanalysis strategies used had been cluster and conjoint analysis. The outcomes confirmed thatInstagram online shop customers in Malang were classified into 2 segments; the firstsegment was faculty college students and workers above 20 years of age with IDR2.5 – 5 million incomes per thirty days.
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