Peneliti memfokuskan penelitian pada industri makanan sehat yang kini semakin berkembang seiring meningkatnya kesadaran masyarakat terhadap pola hidup sehat, khususnya di kalangan urban. Salah satu produk yang mengalami peningkatan minat adalah roti sehat, yang dipromosikan secara luas melalui platform digital seperti Instagram. Penelitian ini dilakukan di Universitas Pelita Harapan yang menyediakan program studi yang relevan, serta mendorong mahasiswa untuk memahami tren pemasaran digital melalui kegiatan akademik seperti seminar hasil. Penelitian ini menggunakan metode kuantitatif deskriptif dengan pendekatan Partial Least Squares Structural Equation Modeling (PLS-SEM) dan melibatkan 171 responden yang pernah melihat iklan roti sehat di Instagram. Pada seminar hasil, dilakukan beberapa persiapan oleh penulis seperti menyusun materi presentasi, melatih penyampaian, serta memastikan koneksi dan perangkat berjalan dengan baik selama presentasi daring. Simpulan dari masukan dosen penguji dalam seminar hasil ini antara lain perlunya penguatan fenomena pada latar belakang, pendalaman analisis hasil, serta perbaikan sistematika penulisan agar tugas akhir menjadi lebih solid dan terstruktur. Kata kunci: Iklan Instagram, Pemasaran Digital, Perilaku Konsumen, PLS-SEM, Roti Sehat/This research focuses on the growing healthy food industry, which has gained momentum alongside the rising awareness of healthy lifestyles, particularly among urban communities. One of the products gaining popularity is healthy bread, widely promoted through digital platforms such as Instagram. The study was conducted at Universitas Pelita Harapan, which offers a relevant academic program and encourages students to explore digital marketing trends through academic activities such as seminar result presentations. This research employed a descriptive quantitative method using Partial Least Squares Structural Equation Modeling (PLS-SEM), involving 171 respondents who had previously seen healthy bread advertisements on Instagram. Prior to the seminar result presentation, the researcher prepared by creating presentation materials, practicing delivery, and ensuring that internet connection and devices functioned properly during the online session. The feedback from academic examiners during the seminar included strengthening the background phenomenon, providing deeper analysis of results, and improving the structure and coherence of the final project to ensure academic rigor and clarity. Keywords: Consumer Behavior, Digital Marketing, Healthy Bread, Instagram Advertising, PLS-SEM.