DETERMINING THE KEY FACTORS INFLUENCING PERFORMANCE IN THE BAKERY SECTOR FOR SMALL-MEDIUM ENTERPRISES (SMES) IN MALAYSIA

Abstract

This research explores the determinants of SME performance in Malaysia's bakery sector, focusing on entrepreneurial skills, marketing strategy, and government support. Employing a pragmatic research philosophy and deductive approach, it utilizes a survey method with non-probability convenience sampling of 101 respondents aged 20-50. Smart data analysis integrates demographic information for filtering. The paper outlines the research methodology, covering design, data collection, and analysis. Employing a quantitative research design, it measures variables related to entrepreneurial skills, marketing strategy, and government support, assessing their impact on bakery SME performance. Influenced by the "onion" research design, the methodology embraces layers crucial for a comprehensive study. Ethical considerations ensure participant confidentiality, informed consent, and voluntary participation. The discussion and conclusion provide insights into findings, with practical and theoretical recommendations. The researcher's reflection contributes insights for future research, emphasizing ethical practices and methodological considerations