<![CDATA[Background: Understanding mothers’ perceptions can help explain how they choose infant massage services. Objective: To explore mothers’ perceptions when choosing massage services for infants aged 3–6 months in Sei Padang Neighborhood, Medan Baru District. Methods: This exploratory qualitative case study involved ten purposively selected mothers who had used infant massage services. Data were collected through semistructured interviews. Interview transcripts and field notes were analysed using inductive thematic analysis. Results: Five interrelated themes emerged: perceived benefits for infants; service quality and professionalism; recommendations from family or relatives; social media as an information source; and comfort, safety, and accessibility. Mothers reported that their infants slept more soundly and appeared calmer, and described perceived changes in appetite. Clean facilities, friendly providers, and explanations of procedures reinforced trust. Recommendations and digital information informed service choices, while proximity facilitated visits. Conclusion: Mothers’ choices reflected interrelated experiences, trust, assessments of service quality, and accessibility. Providers should communicate their qualifications, procedures, costs, and the limitations of the evidence regarding benefits through responsive, family-centred care. The findings describe maternal perceptions rather than clinical effectiveness.]]>
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