<![CDATA[The quality of bricks is closely related to the consistency of the production process and the quality control applied at each production stage. This study aims to analyze the production process, examine the implementation of quality control, and identify factors that affect brick production quality at UD. Alwin, Gunungsitoli. This study uses a qualitative descriptive approach. Informants were selected purposively and consisted of the business owner, production workers, and consumers, with a total of seven informants. Data were collected through direct observation, semi-structured interviews, and documentation. Data analysis was conducted through data reduction, data display, and conclusion drawing/verification, while data credibility was examined through source, technique, and time triangulation. The findings show that brick production at UD. Alwin is carried out through interconnected stages consisting of raw material preparation, mixing, molding, drying, firing, and final inspection and sorting. Quality control has been implemented comprehensively through continuous quality inspection, beginning with raw material selection and continuing until the final product is marketed. However, the control system remains largely conventional and experience-based because the business does not yet have written standard operating procedures and still relies on manual measurement, particularly in raw material proportioning and firing-temperature control. Quality is influenced by raw material quality, mixture condition, workforce skills, machinery and equipment, drying, firing, weather, and production capital. The study concludes that the existing quality control is effective in maintaining product quality and meeting customer expectations, but greater standardization and objective process measurement are needed to reduce product variation and defects and to strengthen production efficiency and competitiveness.]]>
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