<![CDATA[Indonesia's Maternal Mortality Rate (MMR) was 102 per 100,000 live births in 2021, far from the 2030 SDGs target of 70 per 100,000, while private hospitals now account for 58.6% of all hospitals nationally, intensifying competition in maternity services. Amid this condition, the personal branding of Obstetrics and Gynecology (OB-GYN) specialists and hospital branding emerge as two key factors shaping patient decisions, yet no prior study has integrated both into a single model to compare their relative influence. This study analyzes the partial and simultaneous effects of OB-GYN personal branding and hospital branding on patient decisions in choosing maternity services at RS Antam Medika, Jakarta. A quantitative, descriptive-verificative approach with a cross-sectional survey design was employed. Data were collected from 84 respondents using a structured five-point Likert questionnaire and analyzed through multiple linear regression with SPSS 26. Results show that OB-GYN personal branding (t = 5.361) and hospital branding (t = 4.932) each exert a positive and significant partial effect on patient decisions, with a simultaneous effect of 61.0% (R² = 0.610; F = 63.425). Personal branding of the OB-GYN specialist contributes relatively more dominantly (standardized β = 0.457) than hospital branding (standardized β = 0.421). Both branding dimensions are complementary rather than substitutive, implying that hospital management should pursue an integrated co-branding strategy that simultaneously strengthens physician personal branding and institutional branding.]]>
