<![CDATA[This study examines how social media-based digital marketing, brand awareness, brand equity, and perceived quality influence patient visit intention at a health clinic in Indonesia. A quantitative survey was conducted with 158 patients who had visited the clinic and followed its social media accounts. Data were analyzed using PLS-SEM with SmartPLS. The results show that all four predictors positively and significantly affect patient visit intention. Perceived quality is the strongest determinant, followed by brand equity, digital marketing, and brand awareness. These findings indicate that social media exposure can support patient interest, but clinic choice remains more strongly shaped by perceived service quality and brand value. The study contributes to healthcare marketing literature by integrating digital communication and brand-related factors in a private clinic context. Managerially, clinics should prioritize consistent service quality, credible branding, and interactive digital content to strengthen patient intention and loyalty.]]>
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