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Bugis society in Makassar always put their rational attitude on priority. However, it is seen changed along with the growth of malls in Makassar city since 2000s until now (2015). Bugis society seems spend a lot of their time at mall, even on weekdays and holiday, thus the focus of this study is to find out how their actual behavior while in the mall. This research objective is to produce a study about shopping behavior of Bugis society who live in Makassar city. Results of the analysis using a qualitative approach, shows that the utilitarian motives underlying consumer choice make purchases at the mall, as follows: Their motive for looking a high quality product that proven to be halal. Furthermore, their behavior while in the mall is searching for comfort and to enjoy the mall complete facility, Bugis Consumers in Makassar City choose to mall because they do not require bargaining activity to get the appropriate price. The next factor that drives the mall, is to get the need for all family members. This is due to the complete product offered by the mall. The location is also a consideration to the mall, this is because the location of the mall is easily accessible from any region. The number of public transport, causing the location of the mall easy to reach. the final findings that also cause Bugis consumers in Makassar city prefer to the mall, that is at certain moments, there are promotional events for household products. Keywords— Mall, Shopping Behavior, Utilitarian Motives, and Society Bugis

Utilitarian Motives Underlying Mall Shopping Behavior of Bugis Consumer in Makassar, Indonesia