Marketing Strategy Analysis of Certified Rice Seeds in the Sumber Berkat Breeder Group, Namurambe District, Deli Serdang Regency

Abstract

This study analyzes the marketing strategy of certified rice seeds at the Sumber Berkat Seed Group in Namurambe District, Deli Serdang Regency. As Indonesia's main agricultural commodity, rice has a strategic role in meeting national food needs. However, rice seed marketing still faces challenges, including limited market access, limited capital, and the low bargaining position of farmers in the marketing chain. The research method used is a qualitative and quantitative descriptive approach. The analysis was carried out on the marketing system, marketing channels, marketing margins, farmer share, and marketing efficiency. The results of the study showed that there were two main marketing channels: (1) seed farmers - seed groups - retailers - consumers, and (2) seed farmers - seed groups - consumers. The second marketing channel proved to be more efficient with a marketing efficiency value of 5.2%, compared to the first channel which had an efficiency of 8.1%. In addition, supporting marketing factors include relationships with UPTD and markets, as well as support from related agencies. Meanwhile, the main obstacles faced are limited drying floors and business capital. Therefore, empowerment efforts are needed for seed farmer groups to improve managerial capacity, expand marketing networks, and strengthen their competitiveness in the certified rice seed industry.