Bergerak di bidang jasa pendidikan, perguruan tinggi harus mampu memenuhi harapan dan keinginan dari berbagai pihak. Tantangan ini membuat pemerintah mensyaratkan perguruan tinggi untuk menjalan Sistem Penjaminan Mutu Internal (SPMI) sesuai dengan Peraturan Menteri Pendidikan, Kebudayaan, Riset dan Teknologi Nomor 53 Tahun 2023. Ketidakmampuan perguruan tinggi untuk menjalankan sistem ini dapat berdampak terhadap kepuasan pemangku kepentingan dan akreditasi. Penelitian ini dilakukan untuk mengkaji SPMI di Universitas Almarisah Madani dan implementasi Management by Objective (MBO) dalam prosesnya. Penelitian ini dilakukan secara deskriptif kualitatif. Data dikumpulkan melalui wawancara mendalam dan dokumentasi, dan dianalisis berdasarkan tahapan oleh Miles dan Huberman, yaitu reduksi, penampilan, serta verifikasi dan penarikan kesimpulan. Berdasarkan hasil penelitian, Universitas Almarisah Madani menjalankan SPMI dengan siklus PPEPP (Penetapan, Pelaksanaan, Evaluasi, Pengendalian dan Peningkatan) dengan mengimplementasikan prinsip dalam MBO, yaitu keselarasan dengan tujuan, sasaran kinerja yang spesifik, pengambilan keputusan partisipatif, penetapan tenggat waktu, serta evaluasi dan umpan balik. Diharapkan penelitian selanjutnya dapat meneliti implementasi dan dampak MBO terhadap performa organisasi untuk universitas. Engaged in the field of educational services, universities must be able to meet the expectations and desires of various parties. This challenge has led the government to require universities to implement an Internal Quality Assurance System (SPMI) in accordance with the Regulation of the Minister of Education, Culture, Research and Technology Number 53 of 2023. The inability of universities to implement this system can impact to stakeholder satisfaction and accreditation. This study was conducted to examine SPMI at Almarisah Madani University and the implementation of Management by Objective (MBO) in the process. This research was conducted using a descriptive qualitative approach. Data were collected through in-depth interviews and documentation, and analyzed based on the stages outlined by Miles and Huberman: data reduction, data display, verification, and conclusion. Based on the research results, Almarisah Madani University implements SPMI with the PPEPP (Establishment, Implementation, Evaluation, Controlling, and Improvement) cycle and implementing the principles of MBO, which are goal alignment, specific performance objectives, participatory decision-making, time-bound, also evaluation and feedback. It is hoped that further research can examine the implementation and impact of MBO on university’s organizational performance.