This study is an initial step towards developing strategies in influencing the citizen to accept the concept of 1Malaysia. Therefore the aim of this research is to investigate the factors that contribute to the acceptance of Kota Bharu, Kelantan citizen toward 1Malaysia concept made by the sixth Prime Minister of Malaysia, Datuk Seri Najib Tun Abdul Razak. Firstly, primary data were applied in this study using questionnaire for the sample in Kota Bharu. The research used cluster sampling to collect the sample and Structural Equation Modeling (SEM) analysis to measure the relationship between variables using AMOS software. About 100 respondents which are citizen in Kota Bharu, Kelantan are selected as the respondents from Kota Bharu citizen to represent the sample. Moreover, three factors are extracted by using structural equation modeling and the result showed that 'support' variable (p-value = 0.000) has significant and direct effect toward citizen acceptance 1Malaysia concept compared to the 'service provided' variable (p-value = 0.420) and 'transformation program' variables (p-value = 0.568) which is higher than 0.05. It was also concluded that 'support' variable was the most influential factor toward citizen acceptance to 1Malaysia concept at Kota Bharu, Kelantan. All processing data are done by using analysis model of structure (AMOS) software and statistical package of social science (SPSS) programming. [ABSTRACT FROM AUTHOR]