This study aims to determine the influence of Instagram marketing and product diversity on purchase decision mediated by customer satisfaction at Andalas Cellular Store Balikpapan. The data used in this research is primary data obtained from the result of respondent given to 126 respondents by using purposive sampling technique. The data analysis tool used in this study is SEM Partial Least Square (SEM-PLS). Data analysis is carried out by assessing outer model (measurement model) and inner model (structural model). The results showed that Instagram marketing has no influence and insignificant effect on customer satisfaction, product diversity has an influence and significant effect on customer satisfaction, Instagram marketing has an influence and significant effect on purchase decision, product diversity has no influence and insignificant effect on purchase decision, customer satisfaction has an influence and significant effect on purchase decision, Instagram marketing has no influence and insignificant effect on purchase decision through customer satisfaction and product diversity has an influence and significant effect on purchase decision through customer satisfaction.