This study aims to identify and explain the factors that influence consumer attitudes towards mobile advertising. Type research is explanatory research with a quantitative approach. The population in this study were students of the Faculty of Administrative Sciences Universitas Brawijaya 2012/2013 Forces are using LINE, with a sample of 114 respondents. The sampling technique using Accidental Sampling. Data were collected through questionnaires. Analysis of data using descriptive analysis, factor analysis, and multiple linear regression analysis. The results showed that there are five factors that influence consumer attitudes towards mobile advertising is the entertainment factor, the factor of credibility, irritation factors, factors informativeness, and reference factor purchases. These five factors together significantly influence the Consumer Attitudes Adjusted R Square of 0.319 with a significance of 0.000 (p <0.05). Results of testing the partial regression irritation factor, the factor of credibility, entertainment factor, and reference factor purchases a significant impact on consumer attitudes showed sig t each successive namely 0.001; 0.014; 0,002; 0.000 (p <0.05), whereas no informativeness factors significantly influence consumer attitudes that show the value of 0.28 (p> 0.05). Based on the results of the partial regression test, reference factor purchases have a dominant influence on consumer attitudes.