Going With Mother's Wish: A Decision To Become An Entrepreneur In Kelantan

Abstract

The rain is pouring down from the sky as the monsoon season starts in the Malaysian Peninsular area. Sun is already down, and Nusratina Binti Shaari (Ms Tina) is sitting alone in her room, thinking about her next move to take her business to the next stage. Ms Tina reflected, "Things never be easy for middle- or lower-income group people in middle-income group country; education enables us to get a job or earn a living, but life circumstances led us to fight and look for our destiny.” Ms. Tina has to get serious about her Kuih Karas business. She has already left her job in Kuala Lumpur, and with COVID-19, the opportunity to get another is impossible. Ms Tina thinks she has a business option and needs to keep her head cool and fully enter into the business. However, Ms Tina must be vigilant and consider the prospective marketing channels and connecting to the prospective customers for her business. Ms. Tina exclaimed, "Thinking about starting a business is easy, but it takes demanding determination to develop and sustain a small business.”