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The study aims to find out essentially the most most well-liked e-service quality attribute chosen by clients and classify prospects based mostly on their preferences andsociodemographic characteristics in Malang city. This analysis used quantitativeapproach with descriptive research. The analysis objects were 105 respondents ofinstagram online shop customers Online Shop in Malang selected using quota sampling method. Theanalysis methods used were cluster and conjoint analysis. The outcomes confirmed thatInstagram online shop prospects in Malang were categorised into 2 segments; the firstsegment was school students and employees above 20 years of age with IDR2.5 – 5 million incomes per thirty days.…