The purpose of this study is to find out how much the influence from product and promotion factors in influencing brand awareness and purchase intention, besides also to find out how much brand awareness is in mediating product and promotion factors. This study involved 163 respondents who were consumers from Micca who at least bought Micca products once and lived in Jabodetabek. The research method used in this study is the Structural Equation Model (SEM) with Lisrel 8.8 as the software and combined with SPSS 21 to analyze the pre survey. The results showed that in the case of Micca research, the promotion variable had a positive and significant effect on purchase interest and brand awareness. While the product variable does not have a positive and significant effect on purchase interest but has a positive and significant effect on brand awareness. In addition, in this study it is also known that brand awareness has a mediating function that has a positive and significant effect on purchase interest. The description above shows that to increase purchase interest, companies should pay attention to factors that are considered by consumers in terms of promotion and brand awareness. Although the product variables in this study do not show positive and significant results in influencing purchase interest, the company still has to increase the products sold on the market to increase brand awareness, because the results of the study state that the product has a positive and significant effect on brand awareness.