ANALISIS RANTAI NILAI (VALUE CHAIN) DAN KEUNGGULAN KOMPETITIF KOMODITAS UBI JALAR DI WILAYAH KOTA MEDAN DAN KABUPATEN DELI SERDANG PROVINSI SUMATERA UTARA

This study investigates strategic approaches for enhancing the competitive advantage of sweet potato farming in Deli Serdang Regency, Indonesia, by integrating the Balanced Scorecard (BSC) and Analytic Hierarchy Process (AHP) methodologies. The research sample comprised 109 stakeholders across the sweet potato value chain, encompassing farmers, distributors, and consumers. BSC analysis revealed that direct distribution (Channel 0), connecting farmers directly with consumers, exhibited optimal performance, achieving a total score of 6 and an average score of 0.5. This indicates a high degree of efficiency and customer satisfaction. Conversely, distribution channels involving multiple intermediaries (Channel 3) demonstrated suboptimal performance, with a total score of -5 and an average score of -0.45, attributed to elevated distribution costs and diminished profit margins. AHP analysis subsequently identified Channel 0 as the most strategic option for decision-making, yielding a total score of 0.555. These findings underscore the importance of implementing strategies to optimize the management of efficient and innovative distribution channels for enhanced competitiveness within the sweet potato farming sector of Deli Serdang. Furthermore, the study suggests that a smart farming development model should be predicated on the synergistic integration of governmental bodies, community stakeholders, and local resources, wherein the respective characteristics, roles, and functions of each element are mutually supportive. These three elements should form an integral component of all policy considerations, encompassing technological advancement, institutional capacity building, and resource optimization