<![CDATA[Increasing competition among hospitals in Indonesia requires healthcare providers to strengthen their marketing communication strategies to improve public awareness, trust, and service utilization. This study examined the correlation between public perceptions of promotion and brand activation and the decision to visit Ngesti Waluyo Christian Hospital in Temanggung, Indonesia. A quantitative analytic study with a cross-sectional design was conducted from January to June 2025. The sample consisted of 55 outpatients selected using accidental sampling. Promotion was measured with 16 validated Likert-scale items, brand activation with 4 items, and visiting decision with 2 items. Data were analyzed using descriptive statistics and Spearman’s rho correlation test, with statistical significance set at p < 0.05. Most respondents perceived hospital promotion as good (83.6%), brand activation as good (70.9%), and visiting decision as high (92.7%). Spearman’s rho analysis showed a positive and significant relationship between perceived promotion and the decision to visit (r = 0.576; p = 0.0001). Perceived brand activation was also positively and significantly associated with visiting decision (r = 0.437; p = 0.001). Public perceived promotion and brand activation were significantly associated with the decision to visit Ngesti Waluyo Christian Hospital. The promotion showed a stronger relationship, underscoring the importance of clear, credible, and consistent communication. Brand activation also influenced visitation decisions by strengthening familiarity, trust, and community engagement. These findings highlight the need for integrated hospital marketing and public relations strategies to support patient acquisition and service utilization in competitive healthcare markets.]]>
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