This research aims to determine consumer profiles, consumer motivation, and the relationship of motivation with the number of purchases and the value of consumer purchases of Chocolate Monggo. Primary data collection was conducted on 60 consumers in the Kotagede showroom with accidental sampling technique. The results of the study state that consumers of Chocolate Monggo are dominated by women, aged 24-30 years, the majority of consumers are tourists, consumers take the last education in college, consumers have jobs as public / private employees, and consumers have income of Rp. 3,600,000 - Rp. 6,500 .000 / month. The motivation of consumers to buy Chocolate Monggo products is high. This consumer motivation comes from taste in the very high category. Furthermore, quality, reference group, appearance, price, and service are in the high category. While the habits and pride are in the medium category and promotion is in the low category. The amount of purchase and value of purchase has a relationship with quality, pride, and habits with the strength of the relationship is quite strong. Furthermore, the number of purchases and the value of purchases have no relation to price, service, reference group, appearance, and taste. While promotion has no relationship with the number of purchases and the value of purchases and is negative.