The Influence of Hedonic Shopping Motivations on Buying Decision with Gender as Dummy Variable: (A Study on Consumers at the Hardy’s Mall Singaraja, Buleleng Regency, Indonesia)

The objective of this study is to determine the influence of hedonic shopping motivations comprising adventure shopping, gratification, role shopping, value shopping, social shopping, and idea shopping gender towards consumers’ buying decision. The respondents of this study are consumers at Hardy’s Mall Singaraja. Purposive sampling method was employed in choosing the qualified respondents who fit certain criteria namely the consumers have visited the mall and shopped more than twice and were at least graduated from senior or vocational high-school. The number of sample involved in this study is 360 respondents. The data were obtained from respondents’ responses on the questionnaires. SPSS’ dummy regression was employed to test the hypotheses. The findings demonstrate that: (1) the adventure shopping motivation positively and significantly influences buying decision, (2) the gratification shopping motivation positively but not significantly influences buying decision, (3) the role shopping motivation positively and significantly influences buying decision, (4) value shopping motivation positively and significantly influences buying decision, (5) social shopping motivation positively and significantly influences buying decision, (6) idea shopping motivation positively and significantly influences buying decision, and (7) gender significantly affects buying decision. In addition, this study indicates that value shopping motivation has prevailing influence on buying decision and that female consumers tend to be more dominant than males to shop at Hardy’s Mall Singaraja. Keywords: Hedonic shopping motivations, gender, buying decision