European Journal of Business and Management www.iiste.org ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol.5, No.31, 2013 241 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) Gede Wira Kusuma*, Syafiie Idrus, Atim Djazuli Postgraduate Program, Faculty of Economics and Business, Brawijaya University, Jalan MT. Haryono 165 Malang, East Java, Indonesia 65145 Tel. +62341-562154 * E-mail of the corresponding author: gedewira.kusuma@gmail.com Abstract 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. 1. Introduction The tendency of shopping behavior happening today is related to consumers’ underlying motivation to shop. Shopping activity is initially done by the consumers with rational motives regarding with the product’s benefit. Another value influencing consumers’ shopping activity is emotional value known as hedonic. In addition, consumers will take additional aspects into their consideration covering pleasure and joy aspects (hedonism) that can be gained apart from the product benefits that can be enjoyed through shopping activity. Nowadays, consumers are more recreation-oriented that accentuates pleasure, joy, and entertainment aspects when shopping (Ma’ruf, 2008). Most of consumers’ decision occurs in a shopping centre (McIntyre in Fam et al., 2011). Retailers may give incentives to boost sales in the shopping environment, considering that hedonic consumers would prefer memorable shopping environment. Incentives in a shopping environment can be created through the atmosphere of the shopping centre and services rendered to consumers when they are shopping (Fam et al., 2011). Hetane (2006) finds that emotional value like pleasure has positive effect on purchase decision tendencies. The result of a study conducted by Harmancioglu et al. (2009) demonstrates that pleasing someone else has positive influence on purchase decision tendencies. Gender is treated as a dummy variable due to the various hedonic motivations between males and females in consuming a product, as stated by Kotler and Keller (2007) that motivation is one of consumer psychological processes influencing buying decision. Gender basically differs from biological sex. A human is born as a female or a male by the absolute conferment afterwards biological interpretation by culture defines a way that makes humans masculine or feminine (Mosse, 2007). Many studies have demonstrated significant distinction about gender differences in consumer behavior. Women allocate much more time and efforts in shopping for Christmas presents than men (Fischer and Arnold, 1990). In addition, women enjoy shopping more than men (Rook and Hoch, 1985). Furthermore, women have more comprehensive and detailed information related to the product and the advertisement than the men (Kempf and Smith, 2006). Kruger and Byker (2009) discover that of all of the products being sold, women tend to be careful in choosing product before purchasing and more attentive than men. Moreover, women are more hedonic than