This thesis entitled The Impact of Mindful Mindset and Mindful Behavior on High and Low Consumer Buying Decision investigates the impact of a mindful mindset and mindful behavior on high and low involvement consumer buying decision. The paradigm used in this research is the critical paradigm, using the sociopsychological communication tradition. The research method is using survey and the quantitative research method. The primary data obtained in this study were collected from 435 respondents with criteria of living in the Jabodetabek area, within the productive age of 18-64 years old in the year 2023, knowing and aware of mindfulness practice, and having made expensive purchases in the last three months. The data is processed with Standard Equation Model using Smart PLS Version 4.0. The result shows that a mindful mindset and mindful behavior positively and significantly impact high and low-involvement buying decisions. However, the results found that the mindful mindset factor is more significant in increasing high-involvement buying behavior. Meanwhile, the mindful behavior factor is more significant in increasing low-involvement buying behavior.

Keyword: mindful mindset, mindful behavior, consumer buying decisions, high involvement, low involvement