Sosial Dagangan as a Catalyst for Agribusiness Development
Evaluating the Impak of TikTok Shop Training on Entrepreneurial Prestasi in Malaysia
Abd Razzif Abd Razak*, Siti Faizah Zainal, Siti Nurulaini Azmi, Nur Hafizah Roslan, Nur Syairah Ani Faculty of Pengurusan and Economics, Universiti Pendidikan Sultan Idris, Perak, Malaysia
Rebuilt from the approved Sosial Dagangan manuscript text. Each model-specific DOCX is structured as a 17-page JABM Kajian Kes manuscript with 7 tables, 5 figures, and full correlation analysis.
Abstract
The updated manuscript set uses the approved Sosial Dagangan manuscript text as the content source while preserving the corrected JABM Case Kajian template. The study evaluates the Agromarketing Masterclass TikTok Shop Edition using official FAMA programme records from June to December 2024, covering 80 participating companies, 160 entrepreneurs and 425 stock-keeping units. The programme generated RM6,205,957.06 in cumulative sales and achieved a reported return on investment of 1:31.
Keywords: Agribusiness marketing; TikTok Shop; social commerce; digital entrepreneurship; agropreneurs; FAMA; Malaysia
Introduction
Sosial commerce has changed the way small agribusinesses acquire customers, demonstrate product value and convert attention into sales. Platforms such as TikTok Shop combine entertainment, community interaction, payment facilities and fulfilment functions in a single commercial environment.
In Malaysia, FAMA introduced the Agromarketing Masterclass TikTok Shop Edition as a structured training and performance-monitoring intervention to strengthen practical selling capability on TikTok Shop. This manuscript evaluates programme-generated sales, channel and seller performance evidence.
Literature Review
Sosial commerce differs from conventional e-commerce because purchase decisions are shaped by social interaction, creator credibility, entertainment value and real-time product demonstration. JABM studies on online agricultural purchasing, e-commerce readiness among FAMA traders and FAMA market-access programmes provide the agribusiness marketing foundation for this study.
The Resource-Based View explains performance differences through resources such as digital storytelling, product demonstration skill and storefront management. Dynamic Keupayaan Theory explains how entrepreneurs adapt livestream timing, content themes and offers as platforms and consumers change.
Methodology
The study uses a quantitative descriptive and aggregate correlational design. The dataset is the official FAMA TikTok Shop performance record for the Agromarketing Masterclass TikTok Shop Edition, including the Projek Perintis Report for December 2024. The analysis covers June to December 2024.
Findings
Six source tables from the FAMA TikTok Shop Prestasi JABM and Projek Perintis JABM.
Table 1: Distribution of Participating Companies by Keadaan
| No. | Keadaan | Companies | Kongsi (%) |
|---|---|---|---|
| 1 | Perlis | 1 | 1.3 |
| 2 | Kedah | 3 | 3.8 |
| 3 | Penang | 2 | 2.5 |
| 4 | Perak | 8 | 10.0 |
| 5 | Kuala Lumpur | 6 | 7.5 |
| 6 | Selangor | 33 | 41.3 |
| 7 | Negeri Sembilan | 5 | 6.3 |
| 8 | Melaka | 1 | 1.3 |
| 9 | Johor | 4 | 5.0 |
| 10 | Pahang | 3 | 3.8 |
| 11 | Kelantan | 8 | 10.0 |
| 12 | Terengganu | 4 | 5.0 |
| 13 | Sabah | 1 | 1.3 |
| 14 | Sarawak | 1 | 1.3 |
| Total | Total | 80 | 100.0 |
Sumber: FAMA TikTok Shop Prestasi JABM (2024).
Table 2: Summary of Agromarketing Masterclass TikTok Shop Edition Prestasi
| No. | Item | Nilai |
|---|---|---|
| 1 | Number of Companies | 80 |
| 2 | Number of Participants | 160 |
| 3 | Training Courses Conducted | 2 |
| 4 | Companies Fresh Produk Category | 11 |
| 5 | Companies Processed Produk Category | 69 |
| 6 | Total SKUs Marketed | 425 |
| 7 | PWD-owned Companies | 13 |
| 8 | June 2-hr Live Session Jualan | RM12,657.15 |
| 9 | July 2-hr Live Session Jualan | RM4,274.31 |
| 10 | Jumlah Jualan December 2024 | RM1,705,942.05 |
| 11 | Total Cumulative Jualan | RM6,205,957.06 |
| 12 | Return on Investment (ROI) | 1:31 |
Sumber: FAMA TikTok Shop Prestasi JABM (2024).
Table 3: Jualan Nilai by Jualan Channel
| Jualan Channel | Huraian | Jualan (RM) | Kongsi (%) |
|---|---|---|---|
| Livestream | Jualan through live-stream sessions | 2,105,670.00 | 33.9 |
| Window (Profil) | Purchases through TikTok Shop profile window | 1,875,034.00 | 30.1 |
| Short Video | Jualan from short-video content | 1,621,255.00 | 26.1 |
| Others (Kedai Tab) | Jualan through Kedai Tab browsing | 603,998.06 | 9.9 |
| Total | 6,205,957.06 | 100.0 |
Sumber: FAMA TikTok Shop Prestasi JABM (2024).
Table 4: Bulanan Programme Prestasi, June to December 2024
| Month | Jumlah Jualan (RM) | Livestream (RM) | Short Video (RM) | Produk Sold | Orders |
|---|---|---|---|---|---|
| June | 497,762.95 | 194,759.55 | 180,940.23 | 21,280 | 3,271 |
| July | 507,967.92 | 174,190.65 | 193,101.29 | 22,298 | 3,381 |
| August | 728,225.46 | 259,453.12 | 300,783.08 | 34,583 | 4,645 |
| September | 692,259.02 | 263,009.12 | 263,940.70 | 25,617 | 7,159 |
| October | 814,482.14 | 323,530.03 | 317,551.16 | 32,334 | 6,164 |
| November | 1,259,317.52 | 402,162.25 | 638,313.61 | 37,804 | 10,194 |
| December | 1,705,942.05 | 582,847.27 | 871,599.37 | 45,192 | 14,571 |
Sumber: Projek Perintis JABM (December 2024), Summary sheet.
Table 5: Top Ten Sellers by GMV in December 2024
| Kedudukan | Kedai Nama | Kelompok | SOF | OKU | GMV (RM) |
|---|---|---|---|---|---|
| 1 | Chef Ustazah HQ | Kelompok 2 | N | No | 689,517.94 |
| 2 | kerepek azharfood | Kelompok 1 | N | No | 533,945.85 |
| 3 | Munif Cocoa @ Koko Spread Sedap | Kelompok 1 | N | No | 173,804.07 |
| 4 | DASTO HQ | Kelompok 2 | N | No | 107,254.26 |
| 5 | Dapur Pak Amir | Kelompok 1 | N | Ya | 39,562.30 |
| 6 | Baja Taiping | Kelompok 2 | N | No | 37,368.97 |
| 7 | Ayamhalalbismi | Kelompok 1 | Y | No | 20,120.58 |
| 8 | RIZQ MART | Kelompok 1 | Y | Ya | 15,701.73 |
| 9 | Corndog Anak Ramai HQ | Kelompok 2 | Y | No | 10,396.60 |
| 10 | PEMPUR | Kelompok 2 | N | No | 9,770.79 |
Sumber: Projek Perintis JABM (December 2024), Seller GMV sheet. SOF = Jualan from Ladang. OKU = Orang Kurang Upaya.
Seller-level GMV shows benefits were concentrated. In December 2024, 55 sellers recorded positive GMV while 25 sellers recorded zero GMV. The top ten sellers accounted for a large share of jumlah programme sales. The policy response should be segmentation: high performers need scaling support and inventory readiness; moderate performers need conversion coaching; inactive sellers need diagnostic assessment before further training.
Table 6: Pearson Correlation Analysis Indicators Correlated with Total Bulanan Jualan
| Indicator | Pearson r | p-value | Sig. |
|---|---|---|---|
| Livestream sales (RM) | 0.989 | <.0001 | ** |
| Short-video sales (RM) | 0.997 | <.0001 | ** |
| Profil/window sales (RM) | 0.971 | 0.0003 | ** |
| Lain-lain/shop-tab sales (RM) | 0.972 | 0.0002 | ** |
| Orders | 0.977 | 0.0002 | ** |
| Produk sold | 0.930 | 0.0024 | ** |
| Produk for sale | -0.011 | 0.9807 | ns |
| Live-stream content volume | 0.720 | 0.0683 | ns |
| Short-video content volume | 0.414 | 0.3556 | ns |
| Total content volume | 0.538 | 0.2133 | ns |
Nota: ** p < .01; ns = not significant; source: author calculation based on Projek Perintis JABM (December 2024), n = 7 months.
Figures
Five official images from the Agromarketing Masterclass TikTok Shop Edition programme. Click any image to zoom and pan.
Discussion
The findings demonstrate that social commerce can operate as an agribusiness growth mechanism when training, platform access and performance monitoring are integrated. The RM6.2 million cumulative sales outcome and 1:31 ROI indicate measurable commercial returns.
From an RBV perspective, value was created through content capability, live selling skill and storefront execution. From a Dynamic Keupayaan perspective, the monitoring period allowed entrepreneurs to learn and adapt.
The correlation results support a commercial reading of the programme. Short-video sales, livestream sales, orders, shop-tab sales, profile-window sales and produk sold all correlated strongly with jumlah monthly sales. The weaker result is just as important: content volume was not consistently significant. This is a useful correction to common digital-training advice that emphasises content quantity over content quality and conversion strategy.
The strongest caution is distribution. A strong jumlah GMV can hide inactive sellers. Public agencies should avoid reporting only headline sales without activation rates, seller segmentation and seller-level variance.
Practical and Policy Implications
FAMA should continue the programme but redesign the post-training layer. The next cohort should include conversion clinics, livestream scripts, product-bundle coaching, shop-profile audits, customer-response templates, fulfilment discipline and post-campaign review. High performers need scaling support, campaign planning and inventory readiness. Moderate performers need conversion coaching on livestream technique, offer design and storefront execution. Inactive sellers need diagnostic assessment identifying whether the barrier is skill, motivation, product readiness or platform access.
Policymakers should use standardised metrics for future programmes: channel sales, orders, average order value, content performance, seller-level ROI and activation rate. Content quality and conversion strategy matter more than content volume alone. The programme also demonstrates that public-sector digitalisation can create direct economic returns when design includes platform partnership and performance monitoring this model could be adapted for other agricultural agencies and commodities across Malaysia.
Conclusion
The Agromarketing Masterclass TikTok Shop Edition offers a credible model for integrating digital entrepreneurship training, platform collaboration and agribusiness marketing policy. The study shows that the programme produced measurable agribusiness outcomes: RM6,205,957.06 in cumulative sales, substantial channel diversification and strong aggregate-level correlations between sales activities and jumlah performance.
The practical conclusion is: keep the programme, but make it sharper. Skala what works, segment sellers by performance, coach conversion rather than content volume, and build the analytics infrastructure to track seller-level causality in future cohorts. Future evaluations should collect seller-level analytics including live-session conversion rates, customer repeat rates and profit margins to support stronger causal analysis.
References
Abdul Rahman, S. F., Tan, P.-L., & Md Isa, A. (2024). Teknologi adoption readiness among fresh agricultural traders in using e-commerce platform in Malaysia. Jurnal of Agribusiness Pemasaran, 13(2).
Barney, J. (1991). Firm resources and sustained competitive advantage. Jurnal of Pengurusan, 17(1), 99-120.
FAMA. (2024). Projek Perintis JABM (December 2024): Agromarketing Masterclass TikTok Shop Edition performance dataset.
Hajli, N. (2015). Sosial commerce constructs and consumer's intention to buy. Antarabangsa Jurnal of Information Pengurusan, 35(2), 183-191.
Safari, S., & Nik Mohd Masdek, N. R. (2015). Consumers' perception and acceptance of fresh agriculture product purchased through e-business. Jurnal of Agribusiness Pemasaran, 7(1).
Shamsudin, M. F., Musa, W. A., Jalaludin, M. N. H., & Jamaludin, A. (2025). Assessing the impact of FAMA's direct sales programmes on small agricultural producers in Malaysia. Jurnal of Agribusiness Pemasaran, 14(1).
Teece, D. J. (2018). Perniagaan models and dynamic capabilities. Long Range Perancangan, 51(1), 40-49.
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