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Consumer perception on food quality is a key performance indicator for success in food industri development. Many factors influence consumer perception on food quality. The purpose of this study was to identify the attributes of food product and evaluate its performance to find out attributes based on consumer perception. This study uses marketing mix 4P namely Product (product), Price (prices), Place (where / location), Promotion (promotion). The respondent in this research was the consumer that bought and consumed soybean milk in Jember. The sampling technique used accidental sampling with a number of sample is 75 people, based on linier time function. The analysis of data used Importance–Performance Analysis. The result of this research showed that taste of product, flavour of product, and expired date of the product, and the price of product were the key atributes of soybean milk quality.