GAYA HIDUP PENGGUNA TELEPON SELULER BLACKBERRY

Authors

  • Dwi Susanti

DOI:

https://doi.org/10.22219/jmb.v1i2.1329

Abstract

Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Malang

E-mail: dwisusanti39@yahoo.com

ABSTRACT

This paper explains the lifestyle of the Blackberry mobile phone users. Analysis tool used Cluster
Analysis. Its using two assumptions as the benchmark of a good cluster that is to have an internal
homogeneity (within clusters); the similarities between member in one cluster and external heterogeneity
(the between clusters), i.e. the difference between a single cluster with the other clusters. Analysis
lifestyle Blackberry cell phone users conducted on students at Muhammadiyah University of
Malang used questionnaires. The results shows three lifestyle groups, namely fulfilled, believer and
maker groups. Based on those results, it can be used as a guidance for performing the segmentation
into marketers, especially marketers of Blackberry mobile phones.

Keywords: lifestyle, cluster analysis, fulfilled, believer, maker

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Published

2013-01-11

Issue

Vol. 1 No. 2 (2011): October

Section

Articles

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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.