<![CDATA[This study examines the effect of financial knowledge and social influence on the financial behavior of Management students at Universitas Muhammadiyah Gresik. The phenomenon gap underlying this research is the condition where Indonesia's financial literacy rate has reached 65.43% (OJK, 2024), yet student financial behavior remains suboptimal, as evidenced by a higher financial inclusion rate of 75.02%. Research gaps also indicate inconsistency in prior studies regarding the relationship between financial knowledge and social influence with financial behavior, necessitating further empirical testing. A quantitative approach with descriptive survey design was employed. Nonprobability Sampling (Incidental Sampling) was applied to a population of 306 active students from the 2023 and 2024 cohorts. The Slovin formula at 5% error margin yielded 174 target respondents, with 90 valid responses obtained. Instruments used a five-point Likert scale questionnaire validated through validity tests (r-calculated > r-table = 0.207) and reliability tests (Cronbach Alpha > 0.60). Data were analysed using multiple linear regression with classical assumption tests via SPSS 25. Financial knowledge had a positive and significant effect on financial behavior (? = 0.620; sig. 0.000 < 0.05), thus H1 is accepted. Social influence had no significant effect (? = ?0.080; sig. 0.621 > 0.05), thus H2 is rejected. An Adjusted R² of 31.5% indicates the explanatory power of both independent variables on financial behavior variance. Financial knowledge is the primary determinant of student financial behavior at UMG. The findings underscore the importance of strengthening financial literacy programs in higher education. Future research should incorporate financial attitude, self-control, and locus of control for a more comprehensive model.]]>
