This study explores the crucial role of Entrepreneurial Orientation (EO) in influencing the business performance of small and medium-sized enterprises (SMEs) within Malaysia's agricultural sector. Focusing on the EO dimensions of risk-taking, innovativeness, and proactiveness, the research aims to understand how these factors drive business success among agropreneurs. Data were collected through structured surveys administered to agricultural SMEs across diverse regions in Malaysia, and analyzed using SPSS for preliminary statistics and PLS-SEM (Partial Least Squares Structural Equation Modeling) to examine the relationships between EO dimensions and business performance. The findings reveal that risk-taking positively impacts business success, while misaligned innovativeness can have adverse effects. Proactiveness showed no significant impact, suggesting the need for further exploration of other factors contributing to agropreneurial success. This study highlights the importance of fostering a robust EO, emphasizing risk management, and aligning innovation strategies with market needs to enhance the competitiveness and sustainability of SMEs in Malaysia's agricultural sector.

Keywords: Agropreneurs, Agricultural, Business Performance, Entrepreneurial Orientation, Malaysia, SMEs.