Unit link insurance product has been the source of controversy when the investment performance were below market. This has caused many negative sentiments in mass media and social media. These negative sentiments caused insurance companies to change their marketing approach in order to maintain the public and customers' trust. This study aims to measure the moderating effect of negative sentiment on unit link products to the relationship between marketing mix and purchase intention. The data was collected through an online questionnaire to 73 respondents in Jabodetabek area during Feb-Mar 2023. The data was processed using PLS-SEM and the results showed that negative sentiment only has moderating effect towards promotion to purchase intention of unit link insurance. The study of negative sentiment as moderator is novel to life insurance industry and give insights to insurance companies that they should focus on giving information and continuous education to counter the negative sentiments.