<![CDATA[Patient treatment intention is a vital indicator of hospital service success amid competitive dynamics among healthcare facilities. This study analyzes the influence of corporate identity, physical environment, contact personnel, and service offering on the treatment intention of outpatients at RSUD KH Daud Arif, Tanjung Jabung Barat Regency, motivated by an 8.80% decline in outpatient visits in December 2025. A quantitative approach with a cross-sectional design was employed. The population comprised all 17,286 outpatient visits during the last quarter of 2025, from which 170 respondents were selected through purposive sampling. Data were collected using a structured questionnaire and analyzed with multiple linear regression to test partial and simultaneous effects. The results show that, simultaneously, the four independent variables have a positive and significant effect on treatment intention, with an adjusted coefficient of determination of 0.582. Partially, service offering is the most dominant factor (β = 0.412; p = 0.000), followed by contact personnel (β = 0.224; p = 0.002), corporate identity (β = 0.185; p = 0.005), and physical environment (β = 0.152; p = 0.022). These findings confirm that the reliability and completeness of clinical services are the primary determinants of treatment intention, so strategies to recover patient visits should prioritize strengthening specialist service availability and the quality of staff interaction.]]>
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