Does product knowledge, Islamic branding and religion influence interest in accessing Islamic microfinance institutions?

This study aims to determine how preference variables mediate the relationship between product knowledge, Islamic branding, and religiosity on farmers' interest in accessing Islamic Microfinance Institution (Baitul Maal Wat Tamwil (BMT) financial services. The study population consisted of 100 farmers in Kedungadem District. The data analysis method used is Smart-PLS (Partial Least Square). The results of the study according to direct testing show that farmers' interest in using BMT services is significantly influenced by factors such as product knowledge, Islamic branding, and preferences. Indirect testing shows that preference can mediate the relationship between product knowledge and farmers' interest in using BMT, while preference cannot mediate the relationship between Islamic branding, religiosity, and farmers' interest in using BMT.