IndexMotivationPersonality (five main traits）ConscientiousnessThis article focuses on attitudes as an internal influencing factor on consumer choice for SQD Athletica. The four functional attitudes are: Utilitarian function: This function consists of reward and punishment According this concept, the consumer develops an attitude towards SQD Athletica how much pleasure or pain he will gain in purchasing its product (Candra & Iahad, 2013 brands and then makes decisions Knowledge function: This function influences consumers' decision because develops an attitude in the consumer based on product information and knowledge of the brand Value expressive function: influences a consumer to choose a brand that knows their core values, self-concept and beliefs of others (Greene, 2016), SQD athletics reviews influence a buyer's value expression function. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay Motivation Research finds that motivation is a key internal influence influencing consumer choice of the SQD Athletica brand. Motivation is a rational process or gradual path that develops from deep psychological needs; can be motivated by external forces, social status and lifestyle; This influence acts on consumer behavior without the consumer's knowledge. It affects the consumer's decision-making process and reflects his private needs. Tai et al. (2012) refutes that an individual's private needs can bring out motivated behavior because one's behavior cannot be predicted in advance. According to Gupta & Paruthi (2014) it is a force that guides behavior. This article researches what motivates a consumer to choose the SQD Athletica brand through Maslow's hierarchy of needs which describes human needs. It is a motivational theory described in Psychology that consists of a five-level pyramid model. From bottom to top the needs are physiological, security, love and belonging, esteem and self-realization (Castro, Cavalcanti & Foxall, 2016). According to the research, this brand is mainly an online shopping brand that provides ease and convenience in searching for products and meets lower-level deficit needs; the consumer can research the products of his choice, gather knowledge and compare features and prices at any time convenient for him. The research uses regulatory focus theory to analyze buyer choice for a particular brand. According to regulatory focus theory, consumer behavior is focused on prevention or promotion. This article highlights that consumers' choice of SQD Athletica is motivated by targeted promotion as they are persuaded by their ideal aspiration. The brand is supported by famous people such as Andrew Hall, a sports dietician who motivates the buyer to make the purchase decision. ; a famous runner Kieron Douglass who is a brand ambassador inspiring shoppers to choose gym clothes for their ideal training sessions. They relate to these personalities which generate a positive feeling about their ideal shape when they train.Personality (Big Five Traits）The research uses the five-factor model as a tool to analyze that personality influences the choice of a brand. Openness The trait of openness in consumers make them accept new things or experience some changes that break any traditional mindset. Being a fashion clothing brand, SQD Athletica attracts this kind of.