Analisis Strategi Produksi dan Pemasaran Benih Kelapa Sawit  (Elaeis guineensis Jacq) pada PT Socfin Indonesia

Zulkifli Zulkifli; Syahbudin Hasibuan; Ihsan Effendi

doi:10.70716/emis.v4i2.588

Authors

Zulkifli Program Magister Agribisnis, Universitas Medan Area, Medan, Indonesia Author
Syahbudin Hasibuan Program Magister Agribisnis, Universitas Medan Area, Medan, Indonesia Author
Ihsan Effendi Program Magister Agribisnis, Universitas Medan Area, Medan, Indonesia Author

DOI:

https://doi.org/10.70716/emis.v4i2.588

Keywords:

Oil Palm Germinated Seeds, Production Strategy, Marketing Strategy, Swot Analysis, PT Socfin Indonesia

Abstract

Global demand for vegetable oil, especially palm oil has increased the need for certified oil palm germinated seeds. This study analyzes internal and external factors influencing the production and marketing of germinated seeds at PT Socfin Indonesia and formulates competitiveness strategies for domestic and export markets. The research was conducted at PT Socfin Indonesia, March–July 2026, using interviews, field observations, questionnaires, and secondary data; analyses used SWOT, IFE, and EFE. Key strengths: reputation and experience, superior DxP varieties, quality standards and certification, integrated digital data management, and international networks. Weaknesses: centralized distribution, limited promotion, premium pricing. Opportunities: export markets, government programs (including PSR), strong global CPO demand. Threats: intense price competition, risk of quality decline, negative campaigns. Strategies: leverage product quality, certification, and digital traceability; expand digital promotion/distribution; strengthen end-to-end quality control and sustainability communication.

References

Collette, J. C., & Ooi, M. K. J. (2021). Distribution of seed dormancy classes across a fire‑prone continent: Effects of rainfall seasonality and temperature. Annals of Botany, 127(5), 613–620.

Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE Publications.

Direktorat Jenderal Perkebunan, Kementerian Pertanian Republik Indonesia. (2015). Pedoman Produksi, Sertifikasi, Peredaran dan Pengawasan Benih Tanaman Kelapa Sawit. Repository Kementerian Pertanian.

Faizah, R., Wening, S., & Purba, A. R. (2017). Legitimacy of progenies using SSR markers as controlling system and earlier selection in the oil palm nursery. Jurnal Penelitian Kelapa Sawit, 25(1), 21–30.

Heizer, J., & Render, B. (2017). Operations management (12th ed.). Pearson.

International Seed Testing Association. (2018). International rules for seed testing. ISTA.

Ismail H. (2023). Strategi Pemasaran Digital Pengaruhnya terhadap Pertumbuhan Bisnis di Era Digital. Jurnal Ekonomi, Manajemen dan Bisnis, 1(1), 1-6.

Jody, N. K., Sayekti, A. A. S., & Nurjanah, D. (2023). Manajemen mutu pembibitan kelapa sawit di PT Wahana Plantation and Product Lalang Estate, Kabupaten Sintang, Kalimantan Barat. Jurnal Online Mahasiswa Instiper, 1(3), 1717–1723.

Kamaruddin, M. S., Rahman, M. M., & Zakaria, N. (2019). Quality assurance in oil palm seed production: Standards and procedures. Journal of Plantation Crops, 47(1), 1–12.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.

Kushairi, A., Ong‑Abdullah, M., Nambiappan, B., Hishamuddin, E., Mohd Noor, I. Z., Ghazali, R., Subramaniam, V., Sundram, S., & Ahmad Parveez, G. K. (2019). Oil palm economic performance in Malaysia and R&D progress in 2018. Journal of Oil Palm Research, 31(2), 165–194.

Laudon, K. C., & Laudon, J. P. (2018). Management information systems: Managing the digital firm (15th ed.). Pearson.

Matzembacher, D. E., Stangherlin, I., Slongo, L. A., & Cataldi, R. (2018). An integration of traceability elements and their impact in consumer’s trust. Food Control, 92, 420–429.

Ooi, L. C., Low, E. T. L., Singh, R., et al. (2019). SureSawit TRUE‑TO‑TYPE: A high‑throughput SNP panel for DNA fingerprinting, purity testing and origin verification in oil palm. Journal of Oil Palm Research, 31(4), 561–571.

Porter, M. E. (1990). The competitive advantage of nations. Free Press.

PT Socfin Indonesia (Socfindo). (2024). Laporan distribusi kecambah. PT Socfin Indonesia.

Pusat Penelitian Kelapa Sawit (PPKS). (2015). Pedoman produksi dan pemasaran bibit kelapa sawit bermutu. PPKS.

Safitri, S. A., Suharno, & Fariyanti, A. (2017). Bauran pemasaran, kepuasan, dan loyalitas pelanggan benih kelapa sawit PT Socfin Indonesia. Jurnal Manajemen, 21(1), 71–89.

Saraswati, P. U., & Surahman, M. (2009). Produksi dan pemasaran bahan tanaman kelapa sawit (Elaeis guineensis Jacq.) di Pusat Penelitian Kelapa Sawit (PPKS) Marihat, Sumatera Utara. Makalah seminar, Departemen Agronomi dan Hortikultura, Institut Pertanian Bogor.

Saunders, M., Lewis, P., & Thornhill, A. (2019). Research methods for business students (8th ed.). Pearson Education.

Susanti, R. (2023). Pengaruh mutu benih terhadap produktivitas perkebunan kelapa sawit. Jurnal Manajemen Agribisnis, 15(2), 120–135.

Syahputra, I., Afandi, D., Passa, C. A., & Turnbull, N. (2017). Utilisation of barcode system on seed production in Socfindo [Proceedings paper]. AGRIS.

Yuliana, D. (2021). Strategi penetapan harga dan layanan purna jual pada pemasaran bibit kelapa sawit. Jurnal Agribisnis Indonesia, 19(3), 145–158.