Purchase Intention in Specialist Dental Services: How Market Knowledge Drives Patient Decisions

People tend to treat toothache independently, reflecting low purchase intention towards dental services. This study aims to examine the relationship between market knowledge and purchase intention towards specialist dental services in Indonesia. A total of 304 respondents from West Java participated in an online survey. Data were analyzed using linear regression. The results showed that market knowledge, which includes trust and positive perceptions towards specialist dental services, has a significant effect on patient intention to seek treatment. This finding shows the importance of education and information dissemination as a strategy to increase visits to specialist dentists. This study provides a new contribution in the context of dental health services in Indonesia, especially in the West Java region