Password screen where user enters a password and it grants/denies the user access. MASM32 x86 Assembly code

password_protected_screen.asm

include \masm32\include\masm32rt.inc
; password is: masm32 
;________________________________________
; Note: This code is not safe for prod. |
; as password is in plaintext when exe  |
; is examined by a hex viewer.          |
;________________________________________

.data
    hex_pw db 6Dh,61h,73h,6Dh,33h,32h,00h       ; password stored as hex, ending with 00h
    user_input db 1000 dup(?)
    enter_password_screen db "Enter the password: ",0 ; 13,10 for newline
    incorrect_pw_screen db "Incorrect password. ",13,10,0
    correct_pw_screen db "Correct password.",13,10,0
    display_message db "Display this message when the user enters the right password",0

.code

start:

    invoke StdOut, offset enter_password_screen  ; Prompt the user to enter a password.

    push 1000                   ; Max number of bytes user str input can be
    push offset user_input
    call StdIn                  ; Accept user input for a password
    
    push offset hex_pw
    push offset user_input
    call crt__stricmp           ; Compares the two strings. Sets the zero flag to eax if they are equal strings

    cmp eax, 0                  ; If eax=0, strings are equal so we grant the user access
    je accessGranted
    jne accessDenied

accessGranted:
    invoke StdOut, offset correct_pw_screen
    invoke StdOut, offset display_message
    jmp endProg                 ; Jump to end of the program after successful authentication

accessDenied:
    invoke StdOut, offset incorrect_pw_screen
    mov user_input, 0           ; Replace the users input with zeros
    jmp start                   ; Jump to ask user for password again if they get it wrong

endProg:
    invoke ExitProcess, 0

end start