Analisis Rantai Nilai (Value Chain) untuk Meningkatkan Keunggulan Kompetitif Benih Padi Bersertifikat di PT Sang Hyang Seri Sukamandi, Subang

PT Sang Hyang Seri (SHS) Persero is a production business unit engaged in processing and packaging certified rice seeds for the agricultural industry spread across six provinces, namely West Java, Central Java, East Java, North Sumatra, Lampung and South Sulawesi. For West Java Province, it is located in Subang Regency with the largest production land at PT San Hyang Seri, namely 3,140 hectares. The availability and use of seeds from premium certified varieties that meet quality and quantity requirements, followed by the application of other agricultural technologies such as seeds, has an impact on productivity and output as well as the quality of plant products. Based on the above, the existence of a rice seed value chain at PT Sang Hyang Seri Sukamandi is deemed necessary because this company is based in the agricultural sector, producing and selling rice seeds. The aim of this research is to identify and analyze the certified rice seed value chain and analyze efforts to increase the competitive advantage of rice seeds at PT Sang Hyang Seri Sukamandi, Subang. The results of this research show that from the value chain analysis of main activities and supporting activities, PT Sang Hyang Seri Subang does not have a research and development section, so research to improve the quality of rice seeds is important and must wait for the results of research conducted at PT Shang Hyang Seri Subang which is located in Jakarta. Meanwhile, the PT Sang Hyang Seri Sukamandi certified rice variety system has a competitive advantage as shown by the PCR calculation results of 0.466126079.