ABSTRAK :rnrnSince the advent of handphone (HP) as a sophisticated telecommunication equipment that HP is currently the most popular telecomunication equipment worldwide. HP as personal telecommunication device is a huge market and is still a potential market. In Indonesia as a HP potential market because the population is many, there are many brands of HP, especially the emergence of HP’s brand made in China in recent years. The objectives of this research was to determine how consumers’ perception of similarity between HP’s popular brands in the market based on the dimensions of quality and models of HP. Consumers are sampled in the city of Jakarta and Bandung each 100 people. Data from the completed questionnaires will be analyzed using SPSS software with Multi Dimensional Scaling application.