This study aims to describe the consumer profile and purchase decision making of tiwul. The basic method used is descriptive analysis. Data were collected by questionnaires and through interviews of consumers as many as 50 people. The results showed that consumers tiwul aged 26-35 years, female gender, the number of family members 4 people with undergraduate education and employement as employees and have income more than Rp4,500,000 and is a tourist. The introduction phase of the problem shows that consumers love traditional food. Tiwul general information sourcesfrom relatives, Yu Tum's location information from friends. Consumers know tiwul in general more than 10 years and know tiwul Yu Tum 5-6 years. The evaluation pf alternative tiwul purchases consumers evaluate in terms of quality. Tiwul flavor purchased by consumers is original tiwul, with purchase value Rp15.000 to Rp50.000 and average purchase of 2 - 3 cone. Consumers are satisfied with tiwul Yu Tum products and want to make repurchase and willing to disseminate information about tiwul to others. When tiwul prices rise consumers still want to buy and if tiwul not available consumers do not buy.