<p align="justify"><span style="font-family: 'Liberation Serif', 'Times New Roman', serif;"><span style="font-family: 'Times New Roman', serif;"><span style="font-size: small;"><em><strong>Nowadays, vitamins, supplements, and traditional medicines is chosen in order to maintain health. Madu TJ is one of them. Throughout the study period of Business Monitor International (BMI) known that total sales of food and beverage products is expected to grow 10.2% in 2018. The fast-growing Indonesian middle class with growing household income per average - average 9.6% per year between 2017 and 2021. However, based on Top Brand Survey in Phase 2 in 2017 and 2018 there is a decrease in Top Brand Index Madu TJ products up to 13.6%. It was opposite to the efforts made by Ultra Sakti with the percentage of the promotion budget above the line reaching 60% while the promotional strategy budget is below the line of 40%. The purpose of this study was to determine the effect of above the line promotion strategy and brand awareness of Madu TJ purchasing decisions. Questionnaires and interviews are used as a research instrument, and as many as 196 respondents were sampled in the study. SEM methods (Structural Equation Modeling) is used as a data analysis techniques and Lisrel 10.0 was used to analyze the data after the study. This study shows that Above the Line promotion strategy did not significantly influence the purchasing decisions of products with a value of 0.34 t which smaller than the t-value of 1.96.</strong></em></span></span><span style="color: #000000;"><span style="font-family: 'Times New Roman', serif;"><span style="font-size: small;"><em><strong> Brand awareness does not significantly influence the purchasing decisions of products with a value of 1.04 t which smaller than the t-value of 1.96.</strong></em></span></span></span></span></p><p align="justify"><span style="font-family: 'Times New Roman', serif;"><span style="font-size: small;"><em><strong>Above The Line promotion strategy has a positive and significant relationship to the awareness of the brand. Known from the t value of 2.80 greater than the t-value of 1.96.</strong></em></span></span></p>