Abstract: The objective of this research is to analyze the relationship between consumer innovativeness and consumer, shopping styles in the department store in Jakarta. To test the construct of this research, the reliability is measured by Cronbach alpha and confirmatory factor analysis was used to test the validity. Furthermore, the hypotheses testing was employed simple linear regression. The result suggests that the cognitive innovativeness has significantly and positively influencing quality consciousness, price consciousness and confusion by overchoice. On the other hand, the results suggest that the sensory innovativenss has significantly and positively affecting brand consciousness, fashion consciousness, recreational orientation, impulsiveness and habitual/brand loyal. The results also indicates that cognitive innovativeness has the most influence towards price consciousness in which sensory innovativeness has the most influence towards brand consciousness.