This research was conducted to analyze the factors that encourage people to choose financing at Islamic Pawnshop. The independent variables in this study consisted of Products (X1), Facilities and Services (X2), and Sharia (X3). The dependent variable is choosing financing in Islamic pawnshops. The sample in this study amounted to 43 respondents taken using the Conviance sampling method. This study uses data analysis techniques to test hypotheses in the form of t test, F test and R2 along with regression analysis tests as well as classical assumptions test first using the SPSS 15.0 program. In the validity and reliability test shows that all items are valid and reliable. In the classic assumption that the normality test shows that the data is normally distributed, while free from multicollinearity, and heteroscedasticity. Based on the validity, reliability and classical assumption test, it was found that the data was good, so that multiple linear regression tests could be carried out. The results of multiple regression testing show that facilities and service variables, as well as sharia variables have a positive effect on the decision to choose financing in sharia pawnshops, while for product variables it has a negative effect on the decision to choose financing in sharia pawnshops.