Agricultural industry such as oil palm is facing the market volatility and economic oppression. This resulted in volatility of oil palm planter's revenue. One way to make up the shortfall in revenue is to get them involved in business. However, the involvement of oil palm smallholders is not only influenced by economic factors alone, but also influenced by the push and pull factors. Therefore, the study included 178 smallholders who were currently doing business in Johor, Selangor, Perak and Sarawak. Analysis was done by Structural Equation Model (SEM) using SmartPLS software. The study found that the respondents engaged in business with the push and pull factors. Overall, the respondents expressed that "risk / challenges management" is the most important push factor followed by "leadership skill", "business opportunity", "family encouragement" and "income level". Meanwhile, "attend training" is the most important pull factor followed by factors of "infrastructure facilities" and "finance".