Smartphone Operating Systems Based on Consumer Perceptions in West Java
Elvira Azis, Mochamad Malik Akbar Rohandi and Yasir Fachruddin

Telkom University and Universitas Islam Bandung

Abstract

Consumer being confused with a lot of options when buying smartphone with high tech operating system (OS) and special specification. Now smartphones available with different brands and types, base on OS such as Android, iOS, Windows Phone, and Blackberry. The purpose of this study is to determine the positioning of the smartphone OS based on the perception of consumers in West Java and know the best judgment from consumer in attribute such as design, durability, product features, brand, social influence and price. This research use descriptive method to compare the four brands of operating systems. The Multidimensional Scaling use for mapping position of the OS with 6 perceptual attribute, the number of respondents was 503 respondents using bernoulli with 5% of error. According to customer perception attribute, the iOS in the first position on design, brand and social influence. For Android the first position in durability, product features and price.

Keywords: Positioning, operating systems, multidimensional scaling, perception, smart phone

Topic: Marketing Management