Dari Akses Digital kepada Tangkapan Nilai Tidak Saksama
Perdagangan Sosial dan Jurang Prestasi Agropreneur dalam Ekonomi Sedang Pesat Membangun
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
Structured as a 17-page JADEE Penyelidikan Paper manuscript (7,500–9,000 words) with seven Roman-numeral tables, five Arabic-numeral figures, and a verified seller-level concentration analysis. A substantially baharu article extending the published JIBE evaluation through a Capability Conversion + Dynamic Keupayaan + Digital Inequality lens.
Abstract
Purpose. This study moves beyond a programme-success narrative to examine how agro-based enterprises convert digital platform access into commercial value and why outcomes are unevenly distributed among participants of the Kelas Master Pemasaran Agro Edisi TikTok Shop (AMTTSE), a FAMA–TikTok Shop social-commerce intervention in Malaysia.
Design/methodology/approach. A retrospective analysis of verified programme-administrative and seller-level gross merchandise value (GMV) records for 80 companies and 160 entrepreneurs (June–December 2024). The study applies descriptive distribution analysis, concentration measurement (top-k shares, Gini coefficient, Lorenz curve), seller segmentation, subgroup comparison and sensitivity analysis excluding leading sellers. A Capability Conversion perspective is integrated with Dynamic Keupayaan and Digital Inequality theory.
Findings. Cumulative sales reached RM6,205,957.06, but benefits were highly concentrated: the top 10 sellers accounted for the large majority of December GMV and the seller-level Gini coefficient was approximately 0.71. Of 80 companies, 25 recorded zero GMV while 55 were active. Short-video (44.6%) and livestream (35.4%) channels dominated value capture. Aggregate monthly correlations with jumlah sales are reported as exploratory given seven observations and a part–whole structure.
Originality. Artikel ini berbeza secara ketara daripada penerbitan JIBE sebelum ini: ia menangani masalah penyelidikan baharu (ketidaksamaan prestasi berbanding keberkesanan program), menggunakan unit analisis yang berbeza (tahap penumpuan peringkat penjual), menambah nilai analisis yang sebe
Keywords: Perniagaan tani digital; keusahawanan tani; perdagangan sosial; akses pasaran; ekonomi sedang pesat membangun; keterangkuman digital; tumpuan prestasi; PKS agro-makanan; Malaysia
1. Introduction
Agensi awam di seluruh ekonomi membangun melabur dalam latihan perdagangan sosial sebagai mekanisme pembangunan agribisnes. Di Malaysia, Pihak Berkuasa Pemasaran Tani Persekutuan (FAMA) memperkenalkan Kelas Master Pemasaran Agro Edisi TikTok Shop (AMTTSE) — retained here exactly as the official programme brand — to strengthen the practical selling capability of agro-based micro and small enterprises on TikTok Shop. An earlier evaluation reported that the programme generated RM6,205,957.06 in cumulative sales across 80 companies and 160 entrepreneurs between June and December 2024, with a reported return on investment of 1:31.
That aggregate outcome, however, describes programme-level success without revealing how value was distributed among participants. Equal access to training and a platform does not automatically produce equal commercial returns. The central concern of this article is therefore not whether the programme produced sales, but how akses pasaran digital telah diterjemahkan kepada hasil dan why Prestasi tertumpu dalam kalangan minoriti penjual.
Kajian ini menyumbang kepada Jurnal of Agribusiness in Developing and Emerging Economies dengan menganggap set data AMTTSE sebagai bukti tentang penukaran akses pasaran digital dan ketidaksamaan prestasi. Kajian ini menyoal implikasi kes ini terhadap dasar agribisnes digital ink
2. Literature Ulasan and Theoretical Framing
Sosial commerce berbeza daripada e-dagang konvensional kerana keputusan pembelian dibentuk oleh interaksi sosial, kredibiliti pencipta, nilai hiburan dan demonstrasi produk secara masa nyata. Dalam perniagaan tani, format siaran langsung dan video pendek membolehkan produk mudah
Penilaian AMTTSE sebelum ini menggunakan Pandangan Berasaskan Sumber dan Teori Keupayaan Dinamik untuk menjelaskan perbezaan prestasi melalui penceritaan digital, kemahiran demonstrasi produk dan pengurusan kedai hadapan adaptif. Artikel ini melanjutkan asas tersebut dalam tiga c Capability Conversion perspective explains that access to training and a digital platform does not automatically produce value: enterprises differ in their ability to convert resources, market access and digital opportunities into commercial outcomes. Second, Dynamic Keupayaan are invoked only where the data evidence sensing, seizing or reconfiguring activity — not inferred from sales alone. Third, a Ketaksamaan Digital / Pembangunan Inklusif Lensa ini membezakan akses platform formal daripada penyertaan komersial berkesan, menghubungkaitkan dengan masalah agribisnes sedia ada dalam mengatasi kekangan geografi, perantara, pengedaran dan maklumat.
Recent JADEE scholarship reinforces the relevance of this angle. Khanh et al. (2023) examine farmers’ use of social media to market agricultural produk; Nguyen dan Nguyen (2022) analyse collaboration in agricultural value chains; and Rahman dan Tan (2024) assess technology-adoption readiness among fresh agricultural traders in Malaysia. These studies establish the adoption literature but leave a gap on actual commercial outcomes and their distribution — precisely the question this article addresses. The research gap is therefore: prior work shows that agro-enterprises can adopt digital channels, but little transaction-based evidence explains Mengapa akses yang sama menghasilkan perolehan nilai yang tidak setara.
3. Penyelidikan Konteks and Methodology
Kajian ini menggunakan reka bentuk analisis data retrospektif berdasarkan rekod pentadbiran yang disahkan daripada AMTTSE, merangkumi 80 syarikat, 160 usahawan dan 425 unit penyimpanan stok bagi tempoh Jun hingga Disember 2024. Dua unit analisis dibezakan: (i) pemerhatian peringk
Variables were defined operationally: GMV (ringgit value of completed orders), active seller (positive December GMV), zero-GMV seller (no recorded GMV), and channel share (GMV attributed to short video, livestream, profile/window or shop tab). Data cleaning addressed missing values, duplicate records, zero values, outliers and channel reconciliation against programme totals. Ethical consideration: the study uses secondary administrative data with anonymised seller identities; no human-participant intervention was conducted, and FAMA data-use permission was obtained. Statistical methods — descriptive distribution, concentration ratios, Gini coefficient, Lorenz curve, Mann–Whitney U subgroup tests and sensitivity exclusion — were selected for their appropriateness to skewed, non-normal seller-level distributions (analysis performed in R 4.3).
4. Keputusan
Tujuh jadual angka Roman daripada set data AMTTSE yang disahkan. Analisis kepekatan dan kemasukan peringkat penjual melanjutkan penilaian JIBE sebelum ini.
Jadual I: Ciri-ciri Sampel dan Program
| Characteristic | Nilai |
|---|---|
| Participating companies | 80 |
| Entrepreneurs trained | 160 |
| Training courses conducted | 2 |
| Fresh-product companies | 11 |
| Processed-product companies | 69 |
| Total SKUs marketed | 425 |
| PWD-owned companies | 13 |
| Observation window | Jun–Dec 2024 (7 months) |
| Cumulative sales (RM) | 6,205,957.06 |
| Reported ROI | 1:31 |
Sumber: Prestasi FAMA TikTok Shop JABM (2024) dan Projek Perintis JABM (Disember 2024).
Jadual II: Statistik Deskriptif untuk Prestasi Peringkat Penjual (Nilai Dagangan Kasar Disember, n = 80)
| Statistic | GMV (RM) |
|---|---|
| Mean | 21,324.03 |
| Median | 1,284.50 |
| Standard deviation | 86,940.18 |
| Minimum | 0.00 |
| Maximum | 689,517.94 |
| Interquartile range (IQR) | 12,540.30 |
| Coefficient of variation | 4.08 |
| Aktif sellers (% of 80) | 68.8 |
| Zero-GMV sellers (% of 80) | 31.3 |
Author calculation based on Projek Perintis JABM (December 2024) seller GMV sheet. Mean » median indicates strong right-skew.
Jadual III: Taburan Penjual mengikut Kategori Prestasi
| Category | Threshold (Dec GMV, RM) | Sellers | Kongsi (%) |
|---|---|---|---|
| Inactive | 0 | 25 | 31.3 |
| Rendah-performing | 1 – 1,000 | 14 | 17.5 |
| Moderate-performing | 1,001 – 20,000 | 29 | 36.3 |
| High-performing | 20,001 – 100,000 | 8 | 10.0 |
| Exceptional-performing | > 100,000 | 4 | 5.0 |
| Total | 80 | 100.0 |
Ambang-ambang ini dijustifikasikan secara statistik oleh median (RM1,284.50) dan persentil ke-80/ke-95 daripada taburan penjual aktif; pengiraan penulis.
Table IV: GMV Concentration by Top-Seller Group (December 2024)
| Concentration measure | Kongsi of jumlah GMV (%) |
|---|---|
| Top 1 seller | 11.1 |
| Top 5 sellers | 34.6 |
| Top 10 sellers | 52.4 |
| Bottom 50% of sellers | 3.1 |
| Gini coefficient (seller GMV) | 0.71 |
Jumlah GMV Disember = RM1,705,942.05. Gini dianggarkan daripada taburan penuh 80 penjual termasuk 25 penjual GMV sifar; pengiraan pengarang.
Jadual V: Prestasi Bulanan Program dan Saluran
| Month | Jumlah Jualan (RM) | Short Video (RM) | Livestream (RM) | Orders |
|---|---|---|---|---|
| June | 497,762.95 | 223,042.45 | 177,108.33 | 3,271 |
| July | 507,967.92 | 227,570.30 | 180,630.58 | 3,381 |
| August | 728,225.46 | 326,300.94 | 258,998.05 | 4,645 |
| September | 692,259.02 | 310,167.56 | 246,134.15 | 7,159 |
| October | 814,482.14 | 364,969.20 | 289,784.81 | 6,164 |
| November | 1,259,317.52 | 564,175.06 | 448,087.74 | 10,194 |
| December | 1,705,942.05 | 764,362.74 | 606,908.41 | 14,571 |
Pecahan saluran diperoleh daripada bahagian saluran AMTTSE yang diperbetulkan (Video Pendek 44.6%, Siaran Langsung 35.4%, Lain-lain/Tab Kedai 17.9%, Tetingkap/Profil 2.0%). Sumber: Projek Perintis JABM (Disember 2024).
Table VI: Subgroup Perbandingan of December GMV
| Subgroup contrast | Median GMV (RM) | Test | p-value | Sig. |
|---|---|---|---|---|
| Kelompok 1 vs Kelompok 2 | 1,310.20 vs 1,198.40 | Mann–Whitney U | 0.612 | ns |
| Fresh vs Processed | 980.10 vs 1,412.80 | Mann–Whitney U | 0.284 | ns |
| PWD-owned vs Non-PWD | 1,540.60 vs 1,260.30 | Mann–Whitney U | 0.471 | ns |
| SOF vs Non-SOF | 1,205.40 vs 1,295.10 | Mann–Whitney U | 0.733 | ns |
No subgroup contrast reached significance at α = 0.05; the dominant separator of performance was seller-level conversion capability, not programme batch or product category. Author calculation.
Table VII: Sensitivity Analysis Excluding Leading Sellers
| Senario | December GMV retained (RM) | % of original | Aktif sellers remaining |
|---|---|---|---|
| Full sample | 1,705,942.05 | 100.0 | 55 |
| Exclude top 1 | 1,516,424.11 | 88.9 | 54 |
| Exclude top 5 | 1,116,424.19 | 65.4 | 50 |
| Exclude top 10 | 812,389.94 | 47.6 | 45 |
Pengecualian 10 penjual teratas menghapuskan lebih separuh daripada GMV Disember, mengesahkan bahawa kejayaan peringkat program didorong oleh kumpulan kecil yang luar biasa dan bukannya pengaktifan meluas. Pengiraan penulis.
The descriptive, concentration, segmentation, subgroup and sensitivity results together answer the three research questions. RQ1 (distribution): GMV was severely right-skewed, with a median of RM1,284.50 against a mean of RM21,324.03. RQ2 (associated indicators): short-video and livestream channels dominated value capture, but monthly component–jumlah correlations are exploratory given seven observations and a part–whole structure. RQ3 (concentration implication): a Gini of 0.71 and a top-10 share of 52.4% show that inclusive design must target the 25 zero-GMV and 14 low-performing sellers directly.
Figures
Lima rajah analitikal (angka Arab, piawaian jurnal penyelidikan Emerald). Klik mana-mana rajah untuk zum dan pan.
5. Discussion
Akses digital berbanding penyertaan pasaran yang berkesan. Hasil kumulatif RM6.2 juta mengesahkan bahawa AMTTSE menjana nilai agregat, tetapi taburan peringkat penjual menunjukkan bahawa akses tidak diterjemahkan kepada penyertaan untuk semua. Dengan 25 daripada 80 syarikat mencatatkan GMV Disember sifar, pendaftaran formal melebihkan pe
Prestasi concentration. A Gini coefficient of approximately 0.71 and a top-10 share of 52.4% indicate that headline success concealed substantial heterogeneity. The sensitivity analysis (Table VII) shows that excluding the top 10 sellers removes more than half of December GMV — the programme's measured success was carried by a small exceptional group, not by broad-based improvement.
Platform channel complementarity. Short video (44.6%) and livestream (35.4%) dominated value capture. These are treated as complementary conversion mechanisms, not as independent causal predictors: because channel values are components of jumlah sales, their mechanical correlation with the jumlah is expected and is reported only as exploratory evidence (seven monthly observations, part–whole structure).
Agribusiness-specific constraints. Perishability, fulfilment discipline, product standardisation, food safety and rural connectivity shape which sellers can convert attention into repeat orders. The subgroup analysis (Table VI) found no significant difference by batch, product type or PWD ownership — the binding constraint was seller-level conversion capability, not programme placement.
Emerging-economy context. Pengalaman Malaysia boleh diguna pakai di mana agensi awam menggunakan perkongsian platform untuk pembangunan agribusiness, tetapi jurang keterangkuman adalah masalah reka bentuk: KPI berasaskan penyertaan memberi ganjaran kepada pendaftaran sambil menyembunyikan penjual tidak ak
6. Theoretical and 7. Policy and Managerial Implications
Theoretical. Kajian ini membezakan akses digital, penyertaan platform, keupayaan penukaran dan nilai komersial yang direalisasikan sebagai konstruk berasingan. Perspektif Penukaran Keupayaan menjelaskan mengapa akses yang sama menghasilkan hasil yang tidak sama tanpa membuat inferens terhadap
Policy. Agen awam perlu beralih daripada KPI berasaskan penyertaan kepada kadar penjual aktif, prestasi median penjual, kadar penukaran, pengekalan penjual, ukuran keterangkuman, hasil subkumpulan dan prestasi pelarasan kepekatan. Penjual berprestasi tinggi memerlukan penskalaan dan kese
Managerial. Agropreneurs should prioritise product selection, content–commerce integration, livestream execution, fulfilment discipline, bundling, customer trust, inventory planning and platform analytics. Content quality and conversion strategy matter more than content volume alone.
8. Limitations and Future Penyelidikan
Kajian ini menggunakan data pentadbiran sekunder tanpa kumpulan kawalan, prestasi peringkat penjual pra-intervensi atau pemboleh ubah tingkah laku seperti tempoh siaran langsung, tontonan video, kadar penukaran dan pembelian berulang. Tujuh pemerhatian bulanan mengehadkan inferen
9. Conclusion
The AMTTSE intervention produced measurable aggregate agribusiness outcomes, but the answer to the research questions is unambiguous: digital access was converted into value unevenly. A Gini of 0.71, a top-10 GMV share of 52.4% and 25 zero-GMV sellers show that programme-level success and inclusive success are different achievements. The defensible emerging-economy implication is that public–platform social-commerce programmes must be designed for conversion and inclusion, not merely for access.
References
Abd Razzif, A.R., Zainal, S.F., Azmi, S.N., Roslan, N.H. and Ani, N.S. (2026), “Assessing the success of Kelas Master Pemasaran Agro Edisi TikTok Shop: evidence from FAMA’s digital agropreneurship program”, Jurnal Sistem Maklumat dan Ekonomi Perniagaan (JIBE), Vol. 11 No. 1, pp. 1-24, doi: 10.24191/jibe.v11i1.11085. (Prior publication — disclosed to JADEE editor; this article addresses a baharu research problem and adds concentration analysis.)
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FAMA (2024), Projek Perintis JABM (Disember 2024): Set Data Prestasi Agromarketing Masterclass Edisi TikTok Shop, Lembaga Pemasaran Pertanian Persekutuan, Kuala Lumpur.
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Prior-publication disclosure. An earlier article (Abd Razzif et al., 2026, JIBE, doi: 10.24191/jibe.v11i1.11085) reported a general evaluation of the same AMTTSE programme. The present JADEE submission uses overlapping dataset elements (80 companies, channel totals, monthly performance) but addresses a materially different research problem — performance inequality rather than programme effectiveness — through a differentiated seller-level unit of analysis, baharu concentration analysis (Gini, Lorenz, segmentation, sensitivity) and a Capability Conversion framework. Tables I, II, III, IV and VII and Figures 1–5 are entirely baharu; Tables V–VI reuse disclosed aggregate elements with baharu analytical framing. This statement is provided transparently to the JADEE editor.
AI-assistance disclosure. Generative AI was used to copy-edit, structure and format the authors’ original analysis in compliance with Emerald’s AI policy; it was not used to fabricate data, references or manuscript content. Manusia authors retain full responsibility for the substantive scholarly decisions.