The microfinance revolution has changed attitudes towards helping the poor in more country, include Indonesia has provided substantial flows of credit, often to very low-income groups or households, who would normally be excluded by conventional financial institutions. This thesis, which was presented at microfinance in Malang city East of Java province to analyze, mapping and discover much problem microfinance in the development of sustainability microfinance. The paper to describe about microfinance in Malang city can be supplied by sustainable institutions providing financial services commercially, and that these services can have important effect on social and economic development. The objective of this study is to analyze the effect of popularity variable, accessibility, and interest rate in decision person how to choice for microfinance. In the other side, variable services professionalism, facility and varies product the effect of knowledge people about product microfinance. = 5% The results of this study are as follows: (1) first model with use can be seen probability accessibility more than small from amount α= 5%. Conditions have meaning accessibility have effect significant of statistic for decision people in decision person how to choice for microfinance. While, variable popularity and interest rate is significant but lowest effect for decision people how to choice microfinance. (2.) Second model, amount of probability services financial institutions have effect significant effect of knowledge people about product microfinance. facility and varies product have not strongly amount significant for knowledge people. According parsial analyse, accessibility and knowlegde peole about interet rate have effect for decision person how to choice for microfinance.
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