International Journal of Social and Local Economic Governance (IJLEG) E-ISSN: 2477-1929 Vol. 4, No. 1, April 2018, pages 20-25 http://ijleg.ub.ac.id 20 SUPPLY CHAIN ANALYSIS OF RICE SEEDS: SUPPLIER RELATIONSHIP MANAGEMENT PERSPECTIVE AT MALANG REGENCY, EAST JAVA, INDONESIA Rini Dwiastuti, Riyanti Isaskar , Tri Wahyu N. , Anisa Aprilia, Putri Budi S. Agriculture Faculty, Brawijaya University, Malang, Indonesia Email: rinidwi.fp@ub.ac.id Abstract The aim of this research is to analyze supplier relationship management by two schemes of cooperation in rice seeds production, Farmer to Partner Farmers I (PF I) and Partner Farmers I to Partner Farmers II (PF II). Determination sampling methods are by multistage sampling and snowball sampling. Meanwhile, statistic descriptive by depth interview is used in this research to analyze the importance level of indicators in considering relations to rice seed suppliers. Condition in supply chain management among UD ABC, PF I, and PF II has been running well. They all agree that quality supplier selection, supplier integration, and effective procurement process are crucial indicators. Moreover, Seed Overseeing and Certification Agency (BPSB) should give accompaniment between rice seed firms and their supplier related to fulfilment of rice seed needs. Keywords: supply chain, supplier relationship management, rice seed 1. INTRODUCTION Supplier relationship management are required to organize differently and expand the supply foundation in order to continuously repair its performance, and important issue in supplier- buyer relationship management that has attracted much research attention appropriate to knowledge sharing and innovation for value creation. Then supplier relationship management ability involve institution processes and routines oriented at initiation, development, and the ending of supplier relationships (Forkmann, Henneberg, Naudé, & Mitrega, 2016; Su & Yang, 2017). Meanwhile, the seed industry of agricultural has expanded the mixed system that more effectively harmonize newly introduced hybrids variety (Burer, Jones, & Lowe, 2008). Successful relationships which have high levels of innovation must necessarily have contracts with at least medium levels of contractual obligation detail, as well as the highest levels of trust (van der Valk, Sumo, Dul, & Schroeder, 2016). To acknowledge residual supply-management mechanisms such as the demands from farm cooperatives and agricultural marketing is vital for maintaining agricultural sustainability while to operate supply management in an era of interrelated global agricultural trade will be very complex and challenging (Graddy-Lovelace & Diamond, 2017). For companies that follow a sustainability strategy, the majority of stakeholders need to be taken into account in the context of a stakeholder group. Supply chain management orientation is also required before a chain can perform to a triple-bottom line. Then, the commitment to merge the members of the supply chain such as make joint decisions, share knowledge or ability to access knowledge, integrate technology and logistics, seeking partner development, etc. It may be considered a precondition for fulfilling a commitment to viability (Beske, Land, & Seuring, 2014). Thus, it is imperative that suppliers along the supply chain find a better way for the suitability of supply and demand to reach the optimal level of cost, quality and customer service and will allow it to compete with other supply chains (Wisner, Joel D. Tan, Keah- Choon, & Leong, 2012), while uncertainty handling in agricultural supply chain management has absorbed great attention (Borodin, Bourtembourg, Hnaien, & Labadie, 2016).