This study aim is to determine the characteristic of cassava chips and cunsumer attitudes towards cassava chips produced by UMKM local and national companies which are marketed in Magelang Regency. This research was conducted at Tata Magelang store using questioner 80 respondents that is taken using accidental sampling techniques. The analytical method that is used to determine cunsumer attitudes is the ideal point method. The results show that cassava chips of national companies are superior to UMKM lokal products. In cassava chips production, national companies get quite good rating categories, while the cassava chips produced by UMKM local get a bad rating category.