Analisis Strategi Pemasaran Peternakan Ayam di Desa Padurenan Kecamatan Gunungsindur Kabupaten Bogor

Authors

  • Mulyati Mulyati universitas pamulang
  • Mia Kusmiati
  • Nurul Hikmah Adawiyah
  • Zulfa Septiasari
  • Hadi Supratikta

Abstract

Tujuan analisis ini untuk menganalisis strategi pemasaran ayam yang dilaksanakan pelaku usaha di Desa Padurenan Kecamatan Ginungsindur Kabupaten Bogor. Jenis penelitian yang digunakan yaitu deskriptif kualitatif dengan teknik analisis data yaitu analisis SWOT. Objek penelitian ini adalah pengusaha peternakan ayam yang ada di Desa Padurenan. Adapun metode pengumpulan data yang digunakan yaitu observasi, wawancara dan dokumentasi. Hasil penelitian menunjukkan bahwa: (1) Strategi pemasaran yang dilakukan pelaku usaha telah menerapkan strategi bauran pemasaran 4P (marketing mix) dalam memasarkan produknya. (2) Berdasarkan hasil perhitungan terhadap matriks IE dan matriks SWOT, faktor strategi internal sebesar 2,79 dan faktor strategi eksternal sebesar 2,88. Nilai ini menunjukkan posisi pemasaran usaha peternakan di Desa Padurenan berada pada Kuadran V (ke-5), artinya berada pada posisi fase pertumbuhan dan stabilitas. Dalam hal ini implementasi pengembangan strategi terbaik yang dapat dilakukan meliputi penetrasi pasar, pengembangan pasar serta melakukan diversifikasi produk olahan ayam

Keywords: Strategi Pemasaran; Peternakan Ayam; Gunungsindur

References

Astuti, A.M.I et al. 2020. Analisis SWOT dalam Menentukan Strategi Pemasaran (Studi Kasus di Kantor Pos Kota Magelang 56100. Jurnal Ilmu Manajemen, Vol 17, No 2. Universitas Tidar.

Craig and Grant. 2016. Manajemen Strategi. Jakarta: Elex Media Komputindo.

David, Fred, R. 2017. Manajemen Strategi Konsep Edisi 12. Jakarta: Salemba Empat.

Kottler, P. dan Keller, L.K. 2012. Manajemen Pemasaran Jilid I Edisi ke 12. Jakarta: Erlangga.

Kotler, P. Amstrong, G.2012. Principles of Marketing. New Jersey: Prantice Hall.

Kotler, P. Amstrong, G. 2014. Principles of Marketing, 12th Edition, Jilid 1 Terjemahan Bob Sabran Jakarta : Erlangga.

Rangkuti, Freddy. 2017. Teknik Membedah Kasus Bisnis Analisis SWOT. Jakarta: PT. Gramedia Pustaka Utama.

Selang, C.A.D. 2013. Bauran Pemasaran (Marketing Mix) Pengaruhnya Terhadap Loyalitas Konsumen Pada Fresh Mart Bahu Mall Manado. Jurnal EMBA, Vol 1, No 3, Hal. 71-80.

Siagian, Sondang. P. 2016. Manajemen Sumber Daya Manusia. Cetakan Ke-24. Jakarta: Bumi Aksara.

Sugiyono. 2019. Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta.

Sunyoto, D. 2012. Dasar-dasar Manajemen Pemasaran. CAPS

Tjiptono, F. 2012. Service Management Mewujudkan Layanan Prima. Yogyakarta: Andi.

Riski Hidayat, Analisis Pemasaran Ayam Pedaging (Broiler) Di P.T Tunas Satwa Mandiri Kota Pekan Baru https://repository.uir.ac.id/6156/1/RISKI%20HIDAYAT

Sitanggang, Jun Benardho. Analisis Pemasaran Ayam Kampung di Pasar Tradisional Kota Binjai https://repositori.usu.ac.id/handle/123456789/15533

Afandi, A. (2021). MENTORING PROGRAM: Empowerment and Human Resources Development. AKADEMIK: Jurnal Mahasiswa Humanis, 1(3), 87-94.

Andreas, D. (2022). EMPLOYEE PERFORMANCE: The Effect Of Motivation And Job Satisfaction. PRODUKTIF: Jurnal Kepegawaian dan Organisasi, 1(1), 28-35.

Anggranei, F. N. (2020). Realitas Kompetensi Guru Pasca Sertifikasi. Scientific Journal of Reflection: Economic, Accounting, Management and Business, 3(4), 331-340.

Gunawan, I. (2022). CUSTOMER LOYALTY: The Effect Customer Satisfaction, Experiential Marketing and Product Quality. KINERJA: Jurnal Manajemen Organisasi dan Industri, 1(1), 35-50.

Indra, W. (2021). Detection of Gen C/EBPα Encodes the Meat Quality. AKADEMIK: Jurnal Mahasiswa Sain & Teknologi, 1(1), 24-32.

Iswardani, W. (2021). Hydroponic Vegetable Production Planning at Plantation Parung Farm Bogor. AKADEMIK: Jurnal Mahasiswa Sain & Teknologi, 1(1), 8-15.

Jayanti, L. (2022). Socialization Of Financial Literacy During The Covid-19 Pandemic In South Tanggerang MSME Gallery. Jurnal PKM Manajemen Bisnis, 2(1), 34-43.

Novitasari, A., & Yulizar, Y. (2023). Company Value Disclosure Based on Fundamental Analysis of Energy Companies in Indonesia. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 3(2), 65-73.

Anggraini, F. N. (2022). PERFORMANCE: Self, Management, and Organizational Social Perspectives. PRODUKTIF: Jurnal Kepegawaian dan Organisasi, 1(1), 1-9.

Nurbaeti, S. (2022). Significance of the Influence of Leadership Model, Morale, and Satisfaction on Performance Consistency. PRODUKTIF: Jurnal Kepegawaian dan Organisasi, 1(1), 10-18.

Nuriadi, N. (2021). The Effectiveness Of Application Of Marketing Strategies In Private Higher Education. AKADEMIK: Jurnal Mahasiswa Humanis, 1(3), 104-113.

Nurlaila, P. (2022). PERFORMANCE MODEL: Satisfaction, Commitment and Reward Based. KINERJA: Jurnal Manajemen Organisasi dan Industri, 1(1), 19-26.

Pambudi, R. F., & Kustini, E. (2023). BUSINESS DIGITALIZATION TRAINING: Optimization of Digital Business Opportunities and Advantages. Jurnal PKM Manajemen Bisnis, 3(1), 14-22.

Rahman, A. (2023). Professional Work Model in Terms of Standard Operating Procedures, Intelligence, Rules and Ethics. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 3(2), 74-85.

Sari, E. N. (2021). Concept Of Small And Medium Entrepreneurs In Customer Oriented Islam. AKADEMIK: Jurnal Mahasiswa Humanis, 1(3), 123-131.

Anggraeni, F. N. (2020). Survey Motivasi Kerja Driver Ojek Online Grab. Scientific Journal Of Reflection: Economic, Accounting, Management and Business, 3(3), 251-260.

Solahudin, M. (2022). PREDICTING THE INCREASE OF COMPANY VALUE BASED ON PROFIT AND DEBT GOVERNANCE POLICIES: A Case Study on Indonesian Automotive Companies. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 2(3), 123-131.

Wulandari, D. (2022). Customer Satisfaction as a Priority in Excellent Banking Services. KINERJA: Jurnal Manajemen Organisasi dan Industri, 1(1), 27-34.

Downloads

Published

2023-06-30

Issue

Vol. 3 No. 2 (2023): HUMANIS (Humanities, Management and Science Proceedings)

Section

Articles

License

Open Access

HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.

This journal provides immediate open access to its content that making research publish in this journal freely available to the public that supports a greater exchange of knowledge.

Copyright

Submission of a manuscript implies that the submitted work has not been published before (except as part of a thesis or report, or abstract); that it is not under consideration for publication elsewhere; that its publication has been approved by all co-authors. If and when the manuscript is accepted for publication, the author(s) still hold the copyright and retain publishing rights without restrictions. Authors or others are allowed to multiply article as long as not for commercial purposes. For the new invention, authors are suggested to manage its patent before published. The license type is CC-BY-SA 4.0.

Disclaimer

No responsibility is assumed by publisher and co-publishers, nor by the editors for any injury and/or damage to persons or property as a result of any actual or alleged libelous statements, infringement of intellectual property or privacy rights, or products liability, whether resulting from negligence or otherwise, or from any use or operation of any ideas, instructions, procedures, products or methods contained in the material therein.