GAYA HIDUP PENGGUNA TELEPON SELULER BLACKBERRY
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
Penulis: Dwi Susanti
Kode Jurnal: jppiodd110015
