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<pre><strong><em>Background: </em></strong><em>Many factors influence parents in making the decision to do baby massage. These factors should be screened by health workers in providing counseling to mothers. </em><em>So,</em><em> it is hoped that the mother can choose the right facility. </em></pre><pre><strong><em>Objectives: </em></strong><em>The purpose of this study was to analyze what factors influence mothers in the selection of baby massage services. </em></pre><pre><strong><em>Methods:</em></strong><strong><em> </em></strong><em>The research method is quantitative, with a cross sectional study. The research was conducted at PBM Nanik Sidoarjo. The population in this study were mothers who had children aged 3 - 12 months. Samples were taken using purposive sampling. Inclusion criteria in sampling are mothers who are aged 3-12 months without health problems/complications of accompanying diseases. The independent variables in this study are the factors that influence the mother, namely the socio-demographic of the community (age, occupation, education, income, and </em><em>traditional baby massage culture</em><em>), while the dependent variable is the selection of baby massage methods. Direct data collection using questionnaires distributed to mothers. Furthermore, the data were analyzed by chi square test. </em></pre><pre><strong><em>Results:</em></strong><strong><em> </em></strong><em>The results showed that the number of respondents who chose to do baby massage to traditional birth attendants and to health facilities was the same, namely 40%. The results of the statistical analysis showed that educational and cultural factors were related to the selection of baby massage services with p-values of 0.006 and 0.003 &lt;0.05. While the factors of age, occupation and income did not show significant results with a p value &gt; 0.05. </em></pre><pre><strong><em>Conclusions</em></strong><em>: So it can be concluded that the factors that influence the selection of baby massage services are educational and cultural factors.</em></pre>