<![CDATA[This research focuses on the role of promotion and product packaging in increasing the decision to purchase products through Kalome’s Instagram account with the mediation of brand awareness. The objective of this quantitative explanatory research is to explain and analyze the direct effects of promotion and product packaging on purchase decision and their indirect effects through brand awareness. The research population is people who purchase The Scented Candle through Kalome’s Instagram account. The data was harvested from online questionnaires distributed to fifty respondents who have the same strata in the population and was analyzed using Structural Equation Modeling – Partial Least Squares (SEM-PLS) in SmartPLS. This study finds that promotion significantly influences the purchase decision, promotion significantly affects the brand awareness, and that product packaging negatively influences the purchase decision and negatively affects the brand awareness. Furthermore, brand awareness has a significant impact on the purchase decision, mediates the influence of promotion on the purchase decision, and does not mediate the effect of product packaging on the purchase decision.]]>
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