Nowadays, it can be seen that the roles of women in business sectors in Malaysia are recognized, as the Female Labour Participation Rate (FLPR) is increasing yearly. The growth not only helps the country development but also create vast opportunities to women involving in economic activities. In consequences, there is an inclination in the number and percentage of Women-Owned Small Medium Enterprises (SMEs) in Malaysia. Although the women’s involvement in entrepreneurship can be classified as active, however, the failure rate among bumiputera women entrepreneurs are high. There is an urgent need for guidance, for better understanding the potential factors to ensure more entrepreneurs becoming successful. Therefore, by adopting the theory of action regulation that have perceived a degree of attention from the entrepreneurship perspectives, this study aim is to determine the factors derived from characteristics of active performance, that influence entrepreneurial success. Several definitions from previous research is identified to well understand the meaning of entrepreneurial success. This study is based on data obtained from survey questionnaire, involved 378 women entrepreneurs in Selangor. Data collected were analysed to evaluate and determine the active performance factors influencing success of bumiputera women entrepreneurs in Selangor. The analysis revealed that the first independent variable, Active Action Planning is most contributed to dependent variable, entrepreneurial success. The results of the study also suggested that a holistic strategic approach is needed to ensure the success rate among bumiputera women entrepreneurs is increasing. Accordingly, the findings might be immense value to enhance women entrepreneurship in Malaysia. It is hope that the study can contribute to the improvement of women entrepreneurs in economy sector.
