摘要：The development of the fashion industry, especially Islamic fashion in Indonesia has experienced a surge in market potential and huge growth. The development of the internet and e-commerce shows that online marketing strategies are an increasingly important aspect so that the Islamic fashion industry, especially hijab fashion, can develop. But to understand the behavior and desires of heterogeneous online markets is not easy. Therefore it is important for marketers to try to identify homogeneous groups that exist using segmentation. This study use cluster analysis approach with a total sample of 700 respondents. The population of this study is hijab fashion consumers, on age ranged from 17 to 55 years, representative of age groups of potential internet users. The location of the study was conducted in four cities, Jakarta, Bandung, Surabaya and Malang. Four segments were obtained, classified into Fashion Followers, Fashion Detached, Fashion Influencers, and High End Fashionista. Each segment presented different characteristics in demographics and internet usages.
关键词：Segmentation; marketing strategy; fashion; internet shopping
