Tren gaya hidup sehat di kalangan masyarakat urban mendorong meningkatnya minat terhadap produk makanan sehat, termasuk roti sehat. Roti sehat merupakan jenis roti yang diformulasikan dengan bahan-bahan bergizi seperti gandum utuh, biji-bijian, atau tepung rendah gula, dan umumnya rendah lemak serta tinggi serat. Seiring dengan meningkatnya kesadaran konsumen terhadap pola makan seimbang, media sosial seperti Instagram menjadi salah satu platform utama dalam mempromosikan produk tersebut, khususnya di kalangan generasi muda. Penelitian ini bertujuan untuk menganalisis pengaruh iklan Instagram, frekuensi eksposur, dan keterlibatan konsumen terhadap keputusan pembelian produk roti sehat. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah responden sebanyak 171 orang yang pernah melihat iklan roti sehat di Instagram. Pengolahan data dilakukan menggunakan analisis Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan bantuan software SmartPLS 4.0. Hasil penelitian menunjukkan bahwa ketiga variabel independen yaitu iklan Instagram, frekuensi eksposur, dan keterlibatan konsumen berpengaruh positif dan signifikan terhadap keputusan pembelian. Hal ini menegaskan bahwa konsistensi penayangan iklan dan keterlibatan aktif konsumen dengan konten promosi digital mampu meningkatkan kecenderungan untuk membeli produk makanan sehat seperti roti sehat. Kata kunci: Frekuensi Eksposur, Iklan Instagram, Keputusan Pembelian, Keterlibatan Konsumen, Roti Sehat/The growing trend of healthy living among urban communities has driven increased interest in healthy food products, including healthy bread. Healthy bread refers to bread formulated with nutritious ingredients such as whole grains, seeds, or low-sugar flour, and is typically low in fat and high in fiber. As consumer awareness of balanced diets rises, social media platforms like Instagram have become key tools for promoting such products, particularly among younger audiences. This study aims to analyze the influence of Instagram advertising, exposure frequency, and consumer engagement on the purchase decision of healthy bread products. This research employs a quantitative method with a descriptive approach. The sampling technique used is purposive sampling with 171 respondents who have seen healthy bread advertisements on Instagram. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS- SEM) with the help of SmartPLS 4.0 software. The results indicate that all three independent variables—Instagram advertising, exposure frequency, and consumer engagement—have a positive and significant effect on purchase decision. These findings highlight the effectiveness of consistent ad exposure and active consumer interaction with promotional content in increasing the likelihood of purchasing healthy food products such as healthy bread. Keywords: Consumer Engagement, Exposure Frequency, Healthy Bread, Instagram Advertising, Purchase Decision