<![CDATA[The development of social media, particularly Instagram, has provided significant opportunities for Micro, Small, and Medium Enterprises (MSMEs) to promote their products through digital marketing. One MSME that actively utilizes Instagram advertising features is Kilo Kalori, a cake shop based in Denpasar. While Instagram advertisements have been effective in raising brand awareness, their impact on consumer purchase intention has not been clearly understood. This study aims to analyze the influence of Instagram ad appeal on brand awareness and purchase intention, while also examining the mediating role of brand awareness in this relationship. A quantitative approach was adopted using a survey method, with respondents consisting of Instagram users in Denpasar who had been exposed to Kilo Kalori advertisements but had not previously purchased the products. Data were analyzed using path analysis to test both direct and indirect effects. The results reveal that Instagram ad appeal has a positive and significant effect on both brand awareness and consumer purchase intention. Moreover, brand awareness is found to significantly mediate the relationship between ad appeal and purchase intention, indicating that advertisement effectiveness is enhanced when consumers are able to recognize and recall the brand. These findings emphasize the importance for MSME practitioners to design creative and engaging advertisements that not only capture attention but also build strong brand awareness, which in turn stimulates consumer purchase intention and supports long-term business growth.]]>
