High consumer purchase intention is one of the elements of success in
business. Many ways can be done to increase consumer purchase intent. One way
is to improve consumer attitudes on advertising products or company brands
through the role of Perceived intrinsic brand motivation, perceived extrinsic brand
motivation, and environmental concern. This study was conducted to examine how
the influence of perceived intrinsic brand motivation, perceived extrinsic brand
motivation, and environmental concern on attitude toward the ads. In addition, this
study was also conducted to examine the effect of attitude toward the ads on
purchase intention. The sample of this study was 250 consumers who have seen
The results provide information that: 1) Perceived intrinsic brand motivation,
perceived extrinsic brand motivation, environmental concern have a positive and
significant influence on attitude toward the ads. 2) Attitude toward the ads has a
positive and significant influence on purchase intention.
brilliant brand T-shirt ads and have the desire to buyBrilliant brand T-shirts.
The data analysis method uses multiple linear regression analysis and simple linear
regression analysis.
The results provide information that: 1) Perceived intrinsic brand
motivation, perceived extrinsic brand motivation, environmental concern have a
positive and significant influence on attitude toward the ads. 2) Attitude toward the
ads has a positive and significant influence on purchase intention.