Background: Postpartum is a critical transition period for a woman. Every day 810 women around the world die from causes related to pregnancy and childbirth, which 52% of them dying during the postpartum period. These deaths occur due to complications such as postpartum bleeding, hypertension disorders, and infection. Purpose: This study aims to determine the factors related to maternal eating behavior during postpartum in Jember Regency, East Java, Indonesia. Based on the Health Belief Model (HBM) conceptual framework, those factors are perceived susceptibility, perceived severity, perceived benefit, and perceived barrier. Methodology: This was an observational analytic study using a cross- sectional design. The population in this study was 2750 postpartum mothers and the sample size examined 123 postpartum mothers as respondents it was conducted by Multistage Random Sampling. Respondents were given informed consent before conducting research for Ethical Considerations. All variable was obtained using a questionnaire. A multiple logistic regression test was conducted to determine the influence dimensions of HBM on maternal eating behavior during postpartum. Findings: Based on the result of this study Perceived Susceptibility (p=0,00) and Perceived Benefit (p=0,000) have significant correlation with maternal eating behavior. Then perceived Severity (p=0.983) and Perceived Barrier (p=0,616) do not correlate with maternal eating behavior among postpartum in Jember Regency Indonesia Conclusion: This study concludes that the greater perceived susceptibility and perceived benefits will influence postpartum mothers to have healthy eating behavior. We recommend increasing nutrition education as well as collaboration with other sectors.