Strategy and belief in one's abilities are factors that are certainly needed by business owners from small to large. Both can be steps in facing challenges and various environmental situations in the changing business world to achieve good business performance. This quantitative study aims to analyze marketing strategies, and self-efficacy on the performance of MSMEs. This study involved 30 respondents (SMEs) in Surakarta as research subjects. Collecting data using a survey method with interview techniques using a questionnaire. The collected data were analyzed using SPSS software by performing instrument tests, classical assumption tests, and hypothesis testing. The results of this study inform that (1) Marketing strategy affects the performance of MSMEs, and (2) Self-efficacy affects the performance of SMEs. Following up on the findings of this study, it is hoped that in the future MSMEs will be able to optimize financial management and optimize the importance of self-control (self-efficacy) in business implementation.