ABSTRACT
The goal of this research is to determine how financial literacy and financial attitude influence financial management behavior in Culinary MSMEs in Rawamangun, East Jakarta City. The type of research used is explanatory research. The sampling method is probability with area sampling. Samples were collected from 50 Culinary MSMEs actors in East Jakarta's Rawamangun Urban Village. The primary data used are questionnaire responses on a five-point Likert scale. Multiple Regression Analysis was used to analyze the data, aided by SPSS version 25.0. Based on the results of testing, the two hypotheses show that financial literacy and financial attitudes positively and significantly influence financial management behavior in Culinary MSMEs actors in Rawamangun Urban Village. Theoretically, this study recommends further research to analyze in-depth other variables that shape the financial management behavior of Culinary MSMEs in Rawamangun Urban Village. Practically, this study highlights the need for education and literacy to strengthen the financial management behavior of culinary entrepreneurs, with the aim of improving the economy and business through insightful activities such as education, and training courses that focus on savings, loans, investments and insurance.