Segmentasi Dan Pola Perilaku Pengguna Facebook (Studi pada mahasiswa Universitas Muhammadiyah Malang)

(Studi pada mahasiswa Universitas Muhammadiyah Malang)
Imam Hariyadi
Universitas Muhamadiyah Malang

The purpose of this study was to determine the characteristics and behaviour patterns among facebook users at Students University of Malang. This descriptive type of research used the sample of 100 respondents. A non-probability sampling technique used judgmental sampling. The scale was based on the Likert measurement and this analysis include: the validity and reliability. The analysis of the data obtained used a variable frequency distribution analysis consisting of Demographic (gender, income level),  psychographic (activities, interests, opinions) and behaviour (benefits, attitudes). The results of the analysis of the distribution of the  respondents classify based on the frequency of demographic, psychographic, and behaviour which they claim that face-book provides  entertainment as an alternative to in their spare time. Information obtained, such as the latest news both locally and  internationally, information on lectures, job listings, buying and selling. They also interact or communicate with the community group.

Keywords: Frequency Distribution Analysis, Behaviour Patterns, Characteristics