<![CDATA[Maternal and infant mortality in Indonesia remains high due to limited use of professional birth attendants. In Merangin, Jambi, many still prefer traditional birth helpers despite available healthcare. This study explored service-related factors influencing pregnant women’s choice at Muara Jernih Health Centre. Using a quantitative survey on 73 respondents, data were analysed through T-tests, F-tests, and regression. Findings showed knowledge, attitudes, and family support significantly affect choices (p 0.05). Though most received professional advice, 34.2% still used traditional attendants. Cultural factors and service quality also play roles. Strengthening education, family involvement, and local health services is vital to improve outcomes.]]>
