Results of this research showed that all factors, i.e. buying decision, artist, television advertising media, price, and product quality gave significant effects on brand awareness. Meanwhile, total effect of variables artist, television advertisement media, price product quality on buying decision through brand awareness gives significant effect. Research method is illustrated by path analysis to easily observe the impacts that are being studied. The cause and effect path was established from variables being used. According to path coefficient, this research obtained direct effect and indirect effect. Research results showed there is no direct and significant effect between artist and brand awareness. Direct effect of artist on buying decision gives significant effect. Indirect effect of variable artist on buying decision through variable brand awareness is not able to give significant effect on buying decision. Meanwhile, total effect of artist on buying decision through brand awareness gives significant effect. The effect of product quality on buying decision through brand awareness gives biggest effect among variables that influence buying decision.
