<p><strong><em>Printing business development in Makassar increases significantly, reaching 1200 businesses in 2022, making business more competitive. Besides product innovation, service quality is an important factor in supporting winning market competition. Kedai Kaos Makassar is Small Medium Enterprise (SME) that produces screen printing products. In order to win the market competition, Kedai Kaos Makasar needs to evaluate service qualities. The priorities of service attributes must be determined to solve the biggest problem in the service quality area. The SERVQUAL method is one tool that can use the determination of quality criteria gaps in the business process. The differences between perception and expectation can be evaluated by questioners. Importance Performance Analysis (IPA) is used for matrix analysis with four quadrants describing scale priority. The research aims to find out how the level of consumer satisfaction and priority attributes influence service quality in Kedai Kaos Makassar. The sample in this study amounted to 72 people with purposive sampling. The SERVQUAL method which had five attributes was used in this study. The IPA value was used for getting attribute priority. The perception and expectation values were 4,19 and 4,68 which meant customer dissatisfaction with Kedai Kaos Makassar’s service. The SERVQUAL dimension scores (reliability, responsiveness, assurance, empathy, and tangible) were -0,74; -0,40; -0,61; -0,62; -0,43 sequentially. The SERVQUAL values meant all dimensions in negative value. The IPA value in the first quadrant was attributed T3, T4, T10, T8, and T5 considered the most important but not satisfying.</em></strong></p><p><strong><em> </em></strong></p><p><strong><em>Keywords: Service Quality, SERVQUAL, IPA, Printing Company</em></strong></p>