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ABSTRACT Background: Anemia in pregnancy is a problem that needs serious concern because it potentially endangers mothers and their babies. Government have made many serious health efforts one of which is iron pills consumption program to decrease the frequency of anemia. However, the program didn't be followed with mother's compliance during their pregnancies. Sunesni's research showed low compliance of iron pills consumption. Therefore, it is important to explore factors that influence non-compliance of pregnant mothers in consuming iron pills. Purpose: The study aimed to explore the factors that influence non-compliance of pregnant mothers in iron pills consumption in Puskesmas Gedong Tengen Yogyakarta. Method: The study was a qualitative research with cross-sectional approach. Researcher used phenomenology method with descriptive explorative design. The samples were decided with purposive sampling technique. The research subjects were pregnant mothers who met inclusion criteria and there were 6 persons. Data were collected by using depth interview guidance with tape recorder. Result: The respondents's knowledge, especially about iron pills, was very low. It greatly influenced the respondents's attitude in iron pills consumption. The side effects of consuming iron pills, such as nausea, vomit, and irregular defecation, affected the respondents' motivation to consume iron pills. In contrast, health facilities and economic-social condition had no significant influences to the problem. In addition, they lacked of family support such as to remind the pregnant family member because the family didn't consider it important. Last, attitude of health providers in giving information to both pregnant mothers and their families was still poor. Another factor found was the respondents' forgetfulness to consume iron pills. Conclusion: Pregnant mother's non-compliance in iron pills consumption was influenced by some factors i.e. knowledge, attitude, side effects, family support, and respondents' forgetfulness. In contrast, health facilities and economic-social condition had no significant influences to the problem. Key words: non-compliance, pregnant mothers, iron pill