The purpose of this research is to identify the expectations of Taxpayers at the southern Makassar LTO office that have been met and the which have not been met, using marketing mix analysis, as well as to Determine the dimensions that need priority to be improved by using the interest Level Analysis and Performance (Importance and Performance AnalysisIPA). The methodology used is descriptive qualitative using a questionnaire as a tool of data collection. Each variable has an indicator, then the indicators are used as a starting point for preparing the questionnaire instrument. The answer of the instrument was measured using a Likert scale. The results Showed that the priority was a performance that needed to be improved: socialization of the importance of tax payments, information on how to pay taxes, information on types of taxes, and speed in the service process. This research has implications for taxpayer compliance to the make tax payments on time and with self-awareness.
Keywords : Taxpayer, Marketing Mix, Importance Performance Analysis, Service Quality.