THE APPLICATION OF SOFT SYSTEM METHODOLOGY IN ORDER TO ACHIEVE VALUE CO-CREATION CASE STUDY: POKTAN SRI RAHAYU 3 KONGSIJAYA FINAL PROJECT

• Main Author: Rama Putra Nugraha, Muhamad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64723
• Institution: Institut Teknologi Bandung

Indramayu is a leading contribution of rice production in West Java. This makes the fulfillment of demand related to quality and quantity becomes an important factor in rice production. The majority of rice demand in Kongsijaya is premium quality rice. Sri Rahayu Poktan 3 Kongsijaya is one of the farmer groups that produce rice in the Kongsijaya area, Indramayu facing difficulty in producing premium quality rice. That is because the majority of farmers still use traditional methods, lack of knowledge and lack of information related to demand. Therefore, this research proposes the concept of value co-creation as a solution to this problem where interaction between parties is essential to achieving value co-creation. Because agricultural supply chains are very complex, soft system methodology can be a method that can describe the interactions, functions, and problems that exist from each party. Using qualitative methods, this study will explain the relationship between parties with the concept of value co-creation. As a result, farmers can improve the quality of rice in accordance with the quality desired by consumers by applying the concept of value co-creation that will benefit all related parties. Through the implementation of measures, SSM has prepared a plan of action to be taken, which is the development for each parties related to technology and knowledge.