This study aimed to develop a conceptual model by identifying the pattern of development of the performance of Asnaf Micro-Entrepreneurs (AME) through the values of business digitalization as its factors. The study aims to fill a research gap by providing insights into the challenges and opportunities faced by AME in adopting digital technologies and the impact of such adoption on their businesses, also filled a research gap by providing insights into the challenges and opportunities faced by AME in adopting digital technologies and the impact of such adoption on their businesses. The research followed a standard PLS-SEM approach, with data collection, analysis, and results interpretation being conducted in a sequential manner. The study aimed to provide insights into the factors affecting the adoption of digital technologies by ASNAF micro-preneurs, and the relationship between such adoption and their business performance. The collected data is evaluated through the modeling of partial squared structural equations (PLS-SEM). A total of 155 respondents in the designated population area filled out the questionnaire, then the filtered form was analyzed, and the results were stated by statistical reporting. This study uses a two-stage approach which is to identify the reliability and validity of the data that has been encoded. The sampling strength value uses the G-power application with a value of ?=0.05 and a confidence interval (1-?) of 0.8, which is with a minimum sum of n= 85. There are four technological values Measured in this study highlighted in the past literature which are compatibility, cost-effectiveness, trust, and interactivity. This study shows that all four elements of technology value have different influences on the performance of asnaf entrepreneurs. The highlight of the study findings is the value of compatibility, and the value of trust in technology does not have a significant impact on the performance of entrepreneurs. It does not support previous studies on technological trust and compatibility. This can explain compatibility and trust values in technology may not be the key drivers for business performance in this particular group of AME. However, it's important to note that this is just one study and further research may be needed to validate these findings. While cost-effective values and interactivity have a significant influence. This is because both values have a relationship to the operating costs as well as the market relationship of the asnaf entrepreneurs which can have a positive influence on their business performance. Further research is needed to explore why the value of trust in technology does not have a significant impact on the performance of AME. Possible factors may include the specific context of AME, the nature of the technology used, and the level of trust already established between AME and their customers. Additionally, future research can investigate the potential of other technological values and their impact on the performance of AME.
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