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Vol. 6 No. 2 (2025) • Articles
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Faktor Psikologi dan Sosial dalam Membentuk Minat Beli Produk Taste Twist di Jatinangor

Dhanesworo Darpito
Universitas Padjadjaran
Zaenal Muttaqin
Universitas Padjadjaran
Published: May 10, 2025 Pages: 1083-1095
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Abstract

This study aims to analyze the influence of stress, taste preferences, and social factors on consumer purchasing decisions for healthy food products, focusing on Taste Twist products in Jatinangor. The method used is a qualitative approach through semi-structured interviews with purposively selected respondents. The results of the study indicate that stress levels affect food preferences, where individuals tend to choose foods that provide emotional comfort. Preferences for local flavors, such as rendang and gulai, also play an important role in influencing consumer purchasing interest, especially those who have an emotional attachment to traditional flavors. Social factors, such as recommendations from friends and family, also influence purchasing decisions, especially in the context of trying new products. In conclusion, consumer purchasing decisions for healthy food products are influenced by a combination of stress, taste preferences, and social influences. Therefore, the development of healthy food products such as Taste Twist needs to balance between delicious taste and health benefits in order to attract more consumers.

Keywords:
Consumer Preferences Health Local Flavors Stress Taste Twist
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Author Biographies
Dhanesworo Darpito Universitas Padjadjaran

Program Studi Ilmu Administrasi Bisnis, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Padjadjaran, Kabupaten Sumedang, Provinsi Jawa Barat, Indonesia.

Zaenal Muttaqin Universitas Padjadjaran

Program Studi Ilmu Administrasi Bisnis, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Padjadjaran, Kabupaten Sumedang, Provinsi Jawa Barat, Indonesia.

How to Cite
Darpito, D., & Muttaqin, Z. (2025). Faktor Psikologi dan Sosial dalam Membentuk Minat Beli Produk Taste Twist di Jatinangor. Jurnal Indonesia : Manajemen Informatika Dan Komunikasi, 6(2), 1083-1095. https://doi.org/10.63447/jimik.v6i2.1283
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