Behavioral Financial Aspects Analysis on MSMEs Business Development of Culinary Sector in Semarang City

This study was proposed to and analyze behavioral financial technologies for the development of MSMEs in culinary field city Semarang. There has been a lot research related fintech (fintech) or topics issues, but not much found on fintech, especially MSME business development. The sample is 125 data collected through questionnaires then analyzed using smartpls. that satisfaction, owner characteristics, social impact, risk reduction had positive (significant) impact finance, while literacy significant negative finance. Behavioral factors have means Finance as mediation variable between Financial Satisfaction, Owner Characteristics, Literacy, Risk Mitigation, Social Influence variables affecting Many them (MSMEs) claimed they no experience digital themselves, this case, online transaction applications, still did understand literacy. Future other do size also needs be increased diversity sector by at least 60-70% order better describe situation state MSME.Keywords:behavioral literacy, reduction,