This study examines the impact on financial behavior of financial literacy, financial planning, financial self-efficacy, and demographic variables. The study sample consisted of 89 owners of MSMEs in the West Purwokerto District. This analysis employs multiple linear regression. This study demonstrates that financial literacy, financial planning, and financial self-efficacy have a substantial impact on financial behavior. The demographic variables of level of education, gender, and age have no impact on financial behavior. These findings make a theoretical contribution to the advancement of knowledge in the field of Financial Management. In addition, the findings of this study will be of practical use to the proprietors of MSMEs.