Asnaf Economic Development Program: Implications for the Demographic Profile and Performance of Asnaf Entrepreneurs in the East Coast of Peninsular Malaysia

Asnaf entrepreneurs often face challenges in enhancing competitiveness and maintaining financial stability, which limits the growth of their businesses. This study examines the performance of asnaf entrepreneurs in the East Coast of Peninsular Malaysia, focusing specifically on sales, net profit, cash flow, customer growth, and customer retention. The objective of this study is to identify the performance level of asnaf entrepreneurs and to pinpoint areas for improvement. The study employs a quantitative method through a survey of 295 respondents, with data analyzed using the mean for each performance aspect. The findings show that the entrepreneurs’ performance is at a moderately high level, with an average score 3.73. This study is significant as it provides valuable insights for stakeholders, including government agencies and financial institutions, in designing more effective support programs, particularly in the areas of finance and marketing, to enhance the long-term potential of asnaf entrepreneurs.