| This research aimed to test consumer innovativeness, product involvement, and perceived value towards consumer decision making style. It also aimed to look whether or not gender can be a mediator between those variables. Respondents for this research were 201 active students in their last semester whose currently doing their final essay at Atma Jaya University during the academic year 2017-2018. Questionnaires were used to collect data. The analysis was done by using multiple regression method and Process Macro by SPSS. This research found that consumer innovativeness, product involvement, and perceived value significantly give impact towards consumer decision making style. This research also found out that gender only moderate the impact of perceived value towards consumer decision making style but gender does not moderate the impact of consumer innovativeness towards consumer decision making style and product involvement towards consumer decision making style. |