This study aims to determine the priority attributes of nougat with purple sweet potato, cowpea, and stevia leaves, optimize the nougat formulation from the organoleptic aspect, and determine the physicochemical characteristics of nougat. The research method used the Kano model and the central composite design (CCD) response surface methodology (RSM). The results of this study indicate that the attributes that influence consumer satisfaction are purple color, block shape, and low-calorie natural sweeteners. The optimum formulations obtained from purple sweet potato, cowpea, and stevia leaves were 20%, 1.5%, and 0.15% (Formula A14). Nougat products produce a moisture content of 6.09%-7.35%, ash content of 0.73%-1.95%, reducing sugar content of 11.50-17.11%, sucrose content of 35.14-49.38%, total color difference of 38.15-85.40; and hardness 0.357835-10.455 N. All formulations comply with SNI 3547.2-2008 (soft candy not jelly).