Background Most people diagnosed with Hepatitis C virus (HCV) have not linked to care. The patient perspective on decision-making regarding linkage to care (LTC) in the direct acting antivirals treatment era is limited. We assess perceptions that impacted the choice not to pursue care among non-urban patients in the South who failed to attend an HCV clinic appointment. Methods We conducted a demographic survey and semi-structured interview with participants referred to our HCV clinic between 2014 and 2018 who did not attend an appointment. Data collection and analyses were guided by the Health Belief Model. Results Twelve participants enrolled, including 7 men and 5 women. Barriers to care were common including being uninsured (33%), having unreliable transportation (42%), unstable housing (33%), and a history of substance use disorder requiring treatment (58%). Participants demonstrated good knowledge of HCV disease, complications, and treatment. Emerging themes regarding failure of LTC included: (1) ambivalence due to uncertainty regarding the impact of HCV on one’s own health, (2) logistical barriers such as financial concerns, lack of insurance, transportation, scheduling conflicts, (3) prior negative experiences with HCV care resulting in hesitance to seek care, (4) stigma, and (5) patient-provider relationships as a barrier when the relationship is poor and a facilitator when good. Conclusions A strong HCV knowledge base was not sufficient for participants to seek care. Strategies to increase treatment uptake by changing patient perceptions include addressing the uncertainty of how HCV impacts one’s health, acknowledging challenges with HCV treatment in the past, eliminating stigma in health care settings, and promoting education regarding treatment ease and availability. Expanding access to Medicaid may overcome perceived financial barriers. Providing HCV care in settings with an established patient-provider relationship may increase treatment uptake.