This study aimed to analyze the influence of Instagram exposure and consumer attitudes towards purchase intention. The population in this research is followers of Monokrom Store Yogyakarta with the number of samples in this study as many as 100 respondents. The sampling technique used accidental sampling. Collecting data primary uses questionnaires that have been tested for validity and reliability. The analysis in this study uses multiple linear regression method. The validity of using Product Moment Pearson and reliability test using Alpha Cronbach’s formula by using SPSS 25 for windows. The result of this study indicate that (1) there is a positive and significant influence between Instagram exposure on purchase intention, indicated by the value of t count of 3.417 with a significance value of 0,001 < 0,05. (2) there is a positive and significant influence between consumer attitudes towards purchase intention, indicated by the value of t count of 9.321 with a significance value of 0,000 < 0,05. (3) there is a positive and significant influence between Instagram exposure and consumer attitudes towards purchase intention, indicated by the value of F count of 93.863 with a significance value of 0,000 < 0,05. The coefficient of determination at 0,659, so the influence of Instagram exposure and consumer attitudes towards purchase intention is at 65,9%, while the remaining 34,1% is influenced by other factors but is not examined in this study.