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Pertamax is one of the fuels sold by Pertamina with Research Octanne Number 92. Pertamax is claimed as the fuel having higher quality than Premium and Pertalite because of its good performance and environmentally friendly. However, the sales of Pertamax in Semarang has been stagnant for the last five years. Therefore, it is necessary to determine the way to improve Pertamax quality in order to enhance the sales of Pertamax. The purpose of this study was to analyze the quality of Pertamax based on customer satisfactions using Importance Performance Analysis method. This study was a descriptive study with quantitative approach. The populations in this study were customers of Pertamax in Semarang with a sample of 100 respondents taken using incidental sampling method. The result showed that Pertamax customers in Semarang are very satisfied toward its quality with the level of satisfaction arrives at 87%. Then, it is advisable that Pertamax quality should be improved due the important aspects perceived by Pertamax customers. These quality include: (1) the performance of Pertamax should be felt by customers since the first use of Pertamax; (2) Pertamina should have a way to convince customers that Pertamax is more efficient than Premium and Pertalite; (3) Gas station operators should be more friendly, polite, and responsive in serving customers.