The Role of Health Influencers in Shaping Clean and Healthy Living Behaviors in the Digital Era

The rapid growth of social media has transformed health communication patterns and increased the influence of digital opinion leaders in shaping health-related behaviors. Among these actors, health influencers have emerged as important sources of health information, particularly among university students who are highly exposed to digital platforms. However, empirical evidence regarding the role of health influencers in promoting Clean and Healthy Living Behavior (PHBS) in Indonesia remains limited. Purpose: This study aimed to examine the influence of health influencers on PHBS among university students in Padang City by analyzing four dimensions of influencer characteristics: credibility, attractiveness, relatability, and content exposure intensity. Methods: A quantitative explanatory survey was conducted involving 180 university students selected through purposive sampling. Data were collected using a structured online questionnaire and analyzed using descriptive statistics and multiple linear regression. Results: The findings revealed that perceptions of health influencers were generally high (mean = 4.19), while PHBS levels were also categorized as high (mean = 4.07). Regression analysis showed that all dimensions of health influencers significantly influenced PHBS both partially and simultaneously (F = 42.875; p < 0.001). Content exposure intensity emerged as the strongest predictor (β = 0.298), followed by attractiveness, credibility, and relatability. Conclusion: The study highlights the strategic role of health influencers in promoting healthy behaviors and provides empirical evidence for developing more effective digital health communication strategies among young adults.