Maliani binti Mohamad,Nur Yuhainis Ab Wahab,Yusrinadini Zahirah Yusuff,Siti Nur Zahirah Omar
Alertness enable entrepreneurs to react, identify, choose or create certain opportunities. Opportunity to prosper in the business industry is a stepping stone to entrepreneurial progress and leads to success while work-family conflict is a conflict that been faced by most of career women nowadays. However, it is believed that being entrepreneur could avoid the work-family conflict. Since Malay is a majority group in Malaysia, to ensure their contribution towards the economic development is a vital. Most of the Malay women entrepreneurs are failed to survive more than three years’ time as three years is considered as the success term. In this study, the data from 220 successful Malay women entrepreneurs were collected and analyzed to determine the significance of alertness to the success of Malay women entrepreneurs, while work-family conflict acted as the moderator in the model. The data were analyzed through the SPSS and SmartPLS 3.0. The model had explained 20.3% of the Malay women entrepreneurs’ success (r2 = 0.203).