<![CDATA[The trend of society after the Covid-19 pandemic is healthy food because during the pandemic people tend to maintain their body health. Understanding and awareness about healthy food can be achieved through education through health promotion. Many studies have been conducted on healthy food or organic food on consumer attention and purchase intention. However, analysis variables that test consumer perceptions of the effect of health promotion in digital content on social media such as Instagram on consumer attention and purchase intention in healthy food products, research are rarely done. The purpose of this study is that researchers want to know consumer perceptions of the effect of health promotion on social media Instagram on consumer attention and buying interest in healthy food products in the Micro, Small, and Medium Enterprises Industry (MSMEs), Bandung City, Indonesia. The method used for data analysis uses Structural Equation Modeling (SEM). The results of the study show that health promotion on social media and Instagram has a positive effect on consumer attention and purchase intention in healthy food products in the MSME industry in Bandung City, Indonesia.Tren masyarakat setelah pandemi Covid-19 adalah mengkonsumsi healthy food atau disebut sebagai makanan sehat karena saat pandemi masyarakat cenderung menjaga kesehatan tubuhnya. Pemahaman dan kesadaran tentang makanan dan minuman sehat dapat dicapai dengan edukasi melalui promosi kesehatan. Telah banyak dilakukan penelitian mengenai healthy food atau organic food terhadap atensi konsumen dan minat beli. Namun analisis variabel yang menguji persepsi konsumen terhadap pengaruh promosi kesehatan dalam konten digital pada media sosial seperti Instagram terhadap atensi konsumen dan minat beli pada produk healthy food, penelitiannya masih jarang dilakukan. Tujuan penelitian ini adalah peneliti ingin mengetahui persepsi konsumen terhadap pengaruh promosi kesehatan di media sosial Instagram terhadap atensi konsumen dan minat beli pada produk healthy food di Industri Usaha Mikro, Kecil dan Menengah (UMKM), Kota Bandung, Indonesia. Metode yang digunakan untuk analisis data menggunakan Structural Equation Modelling (SEM). Hasil penelitian menunjukan bahwa promosi kesehatan di media sosial Instagram berpengaruh positif terhadap atensi konsumen dan minat beli pada produk healthy food di industri UMKM di Kota Bandung, Indonesia.]]>
