The Segmentation of Facebook Users in Palembang ? Indonesia

Natalisa, Diah and Margianti, ES and Nailis, Welly and Fitrianto, Eko (2014) The Segmentation of Facebook Users in Palembang ? Indonesia. Cambridge Conference Business & Economics.

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Abstract

Human being as social creature have a nature to interact with each other. The advancement of computer technology and internet cause the emergence of many social network sites to facilitate people interaction. Facebook is one of them among others that show no decreasing of popularity and probably having the most users in Indonesia. The users of Facebook come from many kinds of background. This phenomenon makes it interesting in term of consumer profiles and psychographic segmentation. This study aims to investigate the profiles and life styles of Facebook users in Palembang city. The findings would be very useful for marketers who will take advantage of social media to promote in their products. The results of the study showed that the majority of Facebook users are women (64%), age 15 ? 19 (50%), high school education (47%), student (69%), favorite color is blue (27%), use Facebook for 2-3 years (45%), use cellular phone (47%), first activity: check the notification (83%), daily access (36%) and length of access: < 30 minutes. Using Cluster Analysis for segmentation resulted: 3 segments for Activity variable; 3 segments for Interest variable; and 4 segments for Opinion variable

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory > HB1-3840 Economic theory. Demography
Divisions: Faculty of Economics > 61201-Management (S1)
Depositing User: Eko Fitrianto
Date Deposited: 14 Jan 2020 08:42
Last Modified: 14 Jan 2020 08:42
URI: http://repository.unsri.ac.id/id/eprint/24062

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