Health Communication Based on Penta Helix Model to Promote Clean and Healthy Living Behavior Among Food Vendors in Sunter River: A Case in North Jakarta-Indonesia

Clean and Healthy Living Behavior among food vendors in traditional markets located on the riverbanks plays an important role in maintaining food security and public health. However, this practice in traditional markets, especially on the banks of the small river (Kali) in North Jakarta, still faces serious challenges, including low hygiene awareness, minimal sanitation facilities, and weak supervision. This study aims to explore the factors that influence the behavior of vendors in implementing Clean and Healthy Living Behavior and formulate an effective communication strategy based on the Penta Helix Model, persuasive communication theory, health campaigns, Theory of Planned Behavior (TPB), Health Belief Model (HBM), Social Cognitive Theory (SCT), and Diffusion of Innovations. With a qualitative approach, this study is expected to contribute to designing more contextual and sustainable communication interventions. Keywords: Health Communication, Clean and Healthy Living, Food Vendors, Traditional Markets, North Jakarta