Theanalysis methods used have been cluster and conjoint analysis. The outcomes confirmed 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 month. Meanwhile, the second segment washigh college and faculty students under 20 years of age with less than IDR 1 million permonth income. Both segments prioritized fulfillment when theywould like to shop in instagram. The least e-service high quality attribute thought of bycustomer was effectivity .

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