This study seeks to identify religiosity, understanding, and consumer attitudes as indicators in preferences for choosing a Sharia Hospital. This research uses Structural Equation Modeling Partial Least Square. The research sample was 100 respondents from Generation Z to Baby Boomer Generation. This study proves that the preference for choosing a Sharia Hospital in Riau Province is influenced by understanding, religiosity, and consumer attitudes. Consumer understanding of the concept of sharia and the level of consumer religiosity have an impact on preferences for choosing Sharia Hospitals. This condition indicates that understanding and religiosity are the main drivers in choosing Islamic hospitals. Consumer attitudes also have an important role because they shape the choices made by consumers.