The ASAH-E Model: Empowering Women Entrepreneurs in Asahan, Through Digital Transformation

Women entrepreneurship serves as a core economic pillar for rural and semi-urban communities in Asahan, Melaka, Malaysia. However, moving from manual commercial methods to modern digital platforms remains a major operational challenge for micro-retailers. This study evaluates the practical outcomes of the Empowering Women Entrepreneurs: Asahan Community Center Initiative (Program Pemerkasaan Usahawanita Pusat Komuniti Desa Asahan). Utilizing a qualitative framework, the study examines the experiences of six purposefully selected women entrepreneurs over a 6-month post-program period. Data collection was handled through semi-structured interviews and analyzed thematically across seven areas: knowledge, attitude, aspirations, skills, finance, income, and motivation. The results demonstrate a massive practical shift, highlighting how accessible digital tools like WhatsApp directly improve transactional speed, build social media confidence, and establish strict financial tracking through dedicated ledger books. The ASAH-e model from this study helps entrepreneurs to improve their business. The study concludes by aligning these results with national frameworks, including the Madani Economy and MyDIGITAL blueprints.

Women Entrepreneurship, Digital Transformation, Qualitative Framework, Micro-enterprises, Model

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