This study was conducted to analyze the quality of e-commerce websites, find out which items need improvement, and make improvement design e-commerce websites. This study uses the kano model and Importance Performance Analysis approach based on 7 dimensions with 39 attributes. This study used the survey results from 103 respondents who regularly use the e-commerce website Tokopedia.com. The results of the questionnaire through the validity and reliability tests were used to analyze the reliability of items and the feasibility of the results of the questionnaire. After that, the results of the questionnaire through the corellation and hypothesis tests were used to know the relationship between variables. The findings show that 7 attributes influence customer satisfaction. However, the findings are still nowhere near the expectations. Thus, it requires being the focus of improvement. Improvements in design of 7 attributes in the form of House of Quality with 6 technical features needed to improve the quality of e-commerce website Tokopedia.com. Therefore, effective management strategies can be applied to overcome the intense competition in the e-commerce industry.