<![CDATA[This study aims to find out (1) the influence of knowledge, attitudes, behaviors and the use of financial technology on the marketing pattern of UMKM in Parepare City (2) the influence of knowledge, attitudes, and financial behavior on the marketing pattern of UMKM in Parepare City after being moderated by the use of financial technologyThis research was carried out on the development of MSMEs in Soreang District, Parepare City from July to August 2023. The type of research used was the observation method, the distribution of questionnaires/questionnaires and literature studies by taking a sample of 98 MSMEs as respondents determined based on the Slovin Formula with an error rate interval of 10%. The data was analyzed by the Partial Least Square (PLS) Data Analysis method and Inferential Statistical Analysis.The results of the study show that Financial Knowledge and Technology has a positive influence but does not have a significant impact on the Implementation of Marketing Patterns by UMKM actors in Parepare City. Financial Attitudes and Behaviors have a positive and significant influence on the Implementation of Marketing Patterns by UMKM actors in Parepare City. Financial Knowledge has a positive and significant influence on the Implementation of Marketing Patterns by UMKM actors in Parepare City after being strengthened by the use of financial technology. Financial Attitudes and Behaviors have a positive influence but do not have a significant impact on the Implementation of Marketing Patterns by UMKM actors in Parepareh City even though they have been mediated by the Utilization of Financial Technology]]>
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