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This study aims to determine the level of education, financial literacy, and financial planning in Small and Medium Enterprises in Surakarta and its influence on financial behavior. The sample of research is 115 MSMEs residing in Surakarta. Data analysis using multiple linear analysis. The results showed that the level of education, financial literacy, and financial planning have a positive and significant impact on the financial behavior of MSMEs. Its managerial implica­tions are needed to foster a healthy understanding of financial behavior in MSMEs by attending various training on finance and management of small and medium enterprises.

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Pengabdian pada masyarakat diberikan kepada pelaku usaha UMKM yang dilakukan pada saat masa pandemi. Hal ini berdasarkan situasi dan kondisi serta aktivitas yang semua beralih maka dampak terbesar pada UMKM di masa pandemi yang sangat rentan dalam perkembangannya. Akibat wabah Covid-19 ini maka omzet harian dari UMKM hanya mampu bertahan 5-10 persen saja dari kondisi yang normal. Sehingga perlu memperhatikan serta mampu beradaptasi dengan adanya kejadian yang luar biasa ini. UMKM mampu beradaptasi dalam penggunaan teknologi yang dituntut untuk melakukan pemasaran online serta mengelola keuangan dengan kondisi yang sangat minim. Tujuan pengabdian ini adalah untuk memberikan pengetahuan bagaimana membangun Brand Merek dari produk yang dihasilkan, pengelolaan keuangan dalam menjalankan usahanya, dan melakukan manajemen isu-isu yang terjadi saat pandemic. Objeknya adalah Pelaku UMKM.Pelatihan ini dilakukan melalui online Zoom Meeting dengan mengundang pelaku UMKM. Hasil dari pengabdian yang telah kami lakukan dapat disimpulkan bahwa kolaborasi antara pemasaran, keuuangan dan manajemen isu perlu diperhatikan dengan segala kondisi. Perlu diperhatikan tidak hanya isu yang terjadi pada saat masa pandemi tapi saat normal juga sudah dipersiapkan sehingga apapun kondisinya mampu beradaptasi dengan baik. Kata Kunci: UMKM, pemasaran online, keuangan dan manajemen isu.

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Financial attitude is an important matter for all young people, especially a student, in order to avoid all strange financial problems. Especially in this pandemic period it must be good at managing its finances appropriately so as not to experience waste. This study aims to explain  financial literacy, lifestyle, locus of control, and parental income on student financial behavior in Central Java. The population in this study are students of Central Java province which numbered 400 respondents with the formula slovin. Purposive sampling technique by determining sample criteria. This research uses quantitative data obtained from questionnaire google form. Data were analyzed through multiple regression analysis with IBM SPSS Statistics 25. The results explain that financial literacy, lifestyle, locus of control, and parental income have a significant influence in student financial behavior in Central Java province. Keywords: Lifestyle, Financial Behavior, Financial Literacy, Locus of Control, Parental Income.

This article develops and tests a model through multi-sampling comparison by considering city brand attractiveness as antecedents of a memorable city brand experience. A memorable city brand experience is an antecedent of city brand love; and tourist-based city brand equity (TCBE) as a consequence of a memorable city brand experience and city brand love. This study examined 169 tourists who came to Jakarta and 200 tourists who came to Yogyakarta as respondents respectively. The analysis used in this study is the structural equation modeling (SEM) using AMOS 20 as the supporting equipment. The results of this study show similar results between samples of Jakarta and Yogyakarta in the components of the influence of city brand attractiveness on memorable city brand experience; memorable city brand experience on city brand love; and memorable city brand experience on city brand equity. Different result between the samples of Jakarta and Yogyakarta is shown in the component of the influence of city brand love on tourist based city brand equity.

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