Penelitian ini bertujuan untuk mengetahui pengaruh Sosial media marketing, Brand Image, Physical Evidence, dan Word of Mouth (WOM) terhadap keputusan pemilihan rumah sakit swasta di Jakarta Selatan. Penelitian ini menggunakan metode kuantitatif dengan teknik purposive sampling pada 160 responden pasien rumah sakit swasta di Jakarta Selatan. Pengumpulan data dilakukan melalui kuesioner dengan skala Likert (1-5), dan analisis data menggunakan pendekatan Partial Least Square - Structural Equation Model (PLS-SEM). Hasil penelitian menunjukkan bahwa Sosial media marketing berpengaruh positif terhadap keputusan memilih rumah sakit swasta melalui promosi yang menarik dan konten yang relevan, meskipun perlu peningkatan dalam penyampaian informasi yang lebih sederhana. Brand Image juga memiliki pengaruh positif melalui citra merek yang kuat dan memberikan rasa aman kepada pasien, namun reputasi rumah sakit perlu terus diperbaiki. Selanjutnya, Physical Evidence berpengaruh positif melalui fasilitas fisik yang bersih, nyaman, dan modern, seperti kebersihan ruang tunggu dan fasilitas parkir. Terakhir, Word of Mouth (WOM) memiliki pengaruh signifikan melalui ulasan positif di media sosial dan rekomendasi dari keluarga maupun teman. Implikasi dari hasil ini menunjukkan bahwa rumah sakit perlu mengoptimalkan keempat faktor tersebut untuk meningkatkan daya tarik dan kepercayaan pasien dalam memilih layanan kesehatan. / This study aims to examine the influence of Social Media Marketing, Brand Image, Physical Evidence, and Word of Mouth (WOM) on the decision to choose private hospitals in South Jakarta. The research employs a quantitative method with purposive sampling, collecting data from 160 respondents who are patients of private hospitals in South Jakarta. Data were gathered using a questionnaire based on a Likert scale (1-5) and analyzed using the Partial Least Square - Structural Equation Model (PLS-SEM) approach. The results indicate that Social Media Marketing positively affects hospital selection decisions through engaging promotions and relevant content, though improvements are needed in simplifying the delivery of information. Brand Image also has a positive impact through a strong image that provides a sense of security for patients, although hospital reputation needs to be continuously enhanced. Additionally, Physical Evidence positively influences decisions through clean, comfortable, and modern facilities, such as waiting room cleanliness and adequate parking. Finally, Word of Mouth (WOM) significantly influences decisions through positive reviews on social media and recommendations from family and friends. The findings imply that hospitals must optimize these four factors to enhance their attractiveness and build patient trust in selecting healthcare services