Motivation, purpose, and purchasing frequency of honey consumption in West Java

Abstract Indonesia is home to the greatest diversity of social bees in all over Asia, particularly species genus Apis . Thus, expanding apiculture industry for commercial development highly considerable. Although this has not become a special concern, products are very popular among Indonesian people, both health, lifestyle, and other benefits. Research plays an essential role good decision making, however, there little research related honey marketing Indonesia. In study, we observed consumption 246 respondents living West Java by using online questionnaires Decision Tree Classification contribute research. This shows that motivation buying was merely health reasons main purpose personal consumption. As purchasing frequency, 86% purchased more than once month. Then, classification model frequency based on respondents’ demographics which accuracy 70.3% built. The study results should be considered food producers emphasize consumer behaviour formulate better strategy.