ANALYSIS OF PSYCHOLOGICAL MOTIVES BEHIND INDONESIAN CULINARY PURCHASING DECISIONS BY INDONESIAN MIGRANT WORKERS IN MALAYSIA

Abstract

This study aims to analyze the psychological motives that influence Indonesian culinary purchase decisions by Indonesian migrant workers in Malaysia. Migrant workers often face challenges in adapting to a new culture, which encourages them to seek psychological comfort through the consumption of familiar foods. Indonesian cuisine becomes a means to overcome homesickness and maintain cultural identity. This study identified several key psychological motives, namely nostalgia, cultural identity, social influence and hedonistic motives. Nostalgia plays an important role in creating a sense of comfort, while cultural identity is reinforced through the consumption of typical foods. Social influence from other migrant groups also influences culinary choices, in addition to the search for enjoyment generated from Indonesian food. The results of this study are expected to provide a deeper understanding of the consumption behavior of migrant workers, as well as open up opportunities for culinary businesses to meet specific market needs.