This study examines and analyzes the contribution of financial literacy levels and demographics to investment decisions. The population in this study are MSME actors spread across the Coastal Coast of Gorontalo City, Indonesia. The research sample was 97 MSME actors. Sampling used non-probability sampling method with purposive sampling technique. Data was collected by distributing questionnaires. The variables in this study are financial literacy and demographics (age, education level, length of business, gender and income) as independent variables and investment decisions as the dependent variable. The method used in this research is multiple linear regression analysis. The results showed that the variables of financial literacy, education level, length of business and income level had a positive and significant impact on investment decisions for MSME actors. While the variables of age and gender were found to have no significant effect on investment decisions.

Keywords : Financial Literacy; Demography; Investment Decision; MSME.