ABSTRACT
Today, smartphones are available in different brands and types, using operating systems such as Android, iOS, Windows Phone and BlackBerry. The purpose of this study is to determine the positioning of OS based smartphones based on the perception of consumers in West Java and to know the best judgement from consumer-based attributes such as design, durability, product features, brand, social influence and price. This research used descriptive method to compare the four brands and the number of respondents was 503 respondents using Bernoulli with 5% error margin. Multidimensional Scaling was used for mapping the position of operating system with 6 perceptual attributes. Each operating system has different target market and customer perception shoed that iOS got the first position on design, brand and social influence, while Android got the first position on durability, product features and price.
