The occurrence of trade liberalization in higher education leads us to consider educational standards. In this regard, the institute of higher education has determined to maintain quality assurance and an accountability that can be examined by the public. However, the study found that quality assurance measurements did not show the real quality culture, and might, in consequence, have negative impacts on both rigid bureaucracy and institute staff working hours due to a huge increase of paper work. Quality culture in an institute of higher education is not only about the mechanisms used in quality practice. Quality culture also includes shared values, beliefs, attitudes, commitments, expectations, agreement, competence, negotiation, participation, unity, and trust between people from different groups and stakeholders involved.