Mothers’ Perceptions When Choosing Massage Services for Infants Aged 3–6 Months in Sei Padang Neighborhood, Medan Baru District / Persepsi Ibu dalam Memilih Layanan Pijat bagi Bayi Berusia 3–6 Bulan di Lingkungan Sei Padang, Kecamatan Medan Baru

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.

Latar belakang: Pemahaman mengenai persepsi ibu diperlukan untuk menjelaskan pertimbangan dalam memilih layanan pijat bayi. Tujuan: Mengeksplorasi persepsi ibu dalam memilih layanan pijat bagi bayi berusia 3–6 bulan di Lingkungan Sei Padang, Kecamatan Medan Baru. Metode: Studi kasus kualitatif eksploratif ini melibatkan sepuluh ibu pengguna layanan pijat bayi yang dipilih secara purposif. Data dikumpulkan melalui wawancara semiterstruktur. Transkrip wawancara dan catatan lapangan dianalisis secara tematik induktif. Hasil: Teridentifikasi lima tema yang saling berkaitan: manfaat yang dirasakan pada bayi; mutu dan profesionalisme pelayanan; rekomendasi keluarga atau kerabat; media sosial sebagai sumber informasi; serta kenyamanan, keamanan, dan aksesibilitas. Ibu melaporkan bahwa bayi tidur lebih nyenyak dan tampak lebih tenang, serta mengungkapkan perubahan nafsu makan yang dirasakan. Fasilitas yang bersih, petugas yang ramah, dan penjelasan tindakan memperkuat kepercayaan. Rekomendasi serta informasi digital menjadi bahan pertimbangan dalam memilih layanan, sedangkan kedekatan lokasi memudahkan kunjungan. Kesimpulan: Pilihan ibu mencerminkan keterkaitan pengalaman, kepercayaan, penilaian mutu pelayanan, dan aksesibilitas. Penyedia perlu menjelaskan kualifikasi, prosedur, biaya, serta keterbatasan bukti mengenai manfaat melalui pelayanan responsif yang berpusat pada keluarga. Temuan menggambarkan persepsi ibu, bukan efektivitas klinis.