<![CDATA[This research seeks to examine the individual and concurrent impacts of digital marketing innovation and Islamic service excellence on public treatment-seeking choices at Ngabar Pesantren Clinic, Ponorogo, utilising a quantitative method with a cross-sectional survey framework. As many as 250 participants were recruited through purposive sampling among patients attending the clinic during the previous three months, and data were obtained through a five-point Likert scale instrument containing 35 verified indicators before being processed using multiple linear regression via IBM SPSS Statistics v.25. Empirical findings reveal that digital marketing demonstrates a positive and statistically significant association with treatment-seeking decisions (β = 0.374; t = 6.143; p < 0.001), while Islamic service excellence likewise shows a positive and statistically significant predictive relationship (β = 0.439; t = 7.259; p < 0.001). Simultaneously, the two predictors jointly account for 61.3% of the variation in treatment-seeking decisions (R² = 0.613; F = 195.620; p < 0.001), with Islamic service excellence showing a larger standardised coefficient in shaping patient behaviour within the community. The originality of this research is reflected in the concurrent incorporation of digital marketing and Islamic service excellence concepts within a pesantren clinic environment, an area that has received limited empirical attention. By utilising an adapted instrument to assess Islamic service excellence within this specific healthcare setting, these results practically support the advancement of Islam-based healthcare marketing frameworks and the optimisation of healthcare service delivery that aligns seamlessly with the socio-religious values of pesantren communities.]]>
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