Music has an important influence in advertising. This study analyzes the effect of congruity genre of music in advertising by comparing the genre of music used as Rhythm and Blues (R and B), Rock and Classic, and then measured the level of congruency of music in advertising. All of these variables in turn would influence consumer attitudes toward advertising (attitude toward the ad), consumer attitudes toward the brand (attitude toward the brand) as well as the intention purchase (purchase intention) of the consumer. This study is a casual, quantitative and conclusive research, based on data from 240 respondents. It can be seen that there are significant differences in a positive way so it can be interpreted that there is a genre of music and the influence of congruity of formation of consumer attitudes and purchase intention.