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
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