The number of the active Internet users in Indonesia has increased immediately. The activity of instant
messaging get a large part of the activities when accessing the internet. Business competition in the instant
messaging applications are increasingly competitive. Through this research it will be known how the positioning of the five brands of instant messaging applications those are BBM, Facebook Messenger, Hangouts, LINE, and WA based on user perception with attribute subjective norm, curiosity about people, perceived usefulness, perceived enjoyment, perceived ease of use, conveying emotions, building relationships, perceived user base, perceived quality system, switching costs, and resistance to change. The collection of data with online questionnaires, obtained 402 valid questionnaires. Data processing was performed using SPSS version 20.0. Based on the results of data processing, it can be conclude that the profile of respondents