Nurul Hidayana Mohd Noor , Noralina Omar, Syeliya Md Zaini , Raja Mayang Delima Mohd Beta , Chang Lee Wei
Entrepreneurs think creatively or create business opportunities and work on them until they succeed. Although the reality is that there are many challenges that the entrepreneur will meet, it is necessary to prepare oneself and the resources before venturing into a business. Forming personality and character is crucial because it can influence business operations, particularly decision-making. A strong personality can be formed through training and learning. This study aims to determine the direct and indirect relationship between personality, entrepreneurial competencies, and women entrepreneurs' business success. This study involved 168 women entrepreneurs in Klang Valley who were purposively selected as a study sample. Data analysis of the study was carried out using the Statistical Package for Social Sciences (SPSS) and Structural Equation Modeling (SEM) software. The study shows significant relationships between personality traits, entrepreneurial competencies, and women's business success. Meanwhile, entrepreneurial competencies mediate the relationship between personality traits and women's business success. The implications of this study are expected to strengthen the theory and practice of entrepreneurship and to help improve women's participation in economic activities.