Strategi Pemasaran dalam Meningkatkan Daya Saing Usaha Ayam Petelur (Studi Kasus: Peternakan Bapak Tuani Kec. Dua Koto, Pasaman) Marketing Strategy in Increasing the Competitiveness of the Layer Chicken Business (Case Study: Mr. Tuani's Farm, Dua Koto District, Pasaman)
Article Sidebar
Page Numbers:
2231-2246
Digital Object Identifier:
10.58578/arzusin.v6i3.9806
Viewed: 77 times
Downloaded: 56 times
LYAS Publisher cordially invites qualified professionals to serve as Editors or Reviewers. Your expertise will make an important contribution to maintaining and strengthening the academic quality of our publications. Interested applicants are kindly requested to complete the application form at the following link: Editors & Reviewers
Please feel free to contact us if you need any further information about the submission process or if you have any additional questions.
Authors:Hafiza Hairina1*, Habibatur Ridhah2
Copyright :Authors retain copyright and grant the journal right of first publication.
Main Article Content
Abstract
Marketing strategies in laying hen businesses have been the focus of various studies, but research that specifically discusses the formulation of marketing strategies based on an analysis of internal and external conditions in small-scale businesses remains limited. This study aimed to analyze marketing strategies in improving the competitiveness of a laying hen business at Bapak Tuani Farm in Dua Koto Subdistrict, Pasaman Regency. This study used a qualitative approach with a case study design, involving key and supporting informants selected through purposive sampling. Data were collected through in-depth interviews, observation, and documentation, and were then analyzed using thematic analysis and SWOT analysis through the IFAS and EFAS matrices. The results showed that the business had strengths in product quality, self-produced feed, and a strategic location, but still faced weaknesses in the form of a small business scale, dependence on a single collector, and the absence of an egg grading system. Opportunities in the form of stable market demand had also not been optimally utilized because of limited marketing strategies and increasing competition. These findings contribute to the development of marketing strategy theory and competitive advantage in the context of small-scale agribusiness, while also broadening understanding of the importance of integrating internal and external analysis in business strategy formulation. The conclusion of this study confirms that strengthening marketing strategies through distribution diversification and increasing product added value is necessary to improve the competitiveness of small-scale laying hen businesses.
Downloads
Article Details
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
References
Agustin, R., Putra, D., & Lestari, S. (2023). Analisis Kontribusi Sektor Peternakan terhadap Ketahanan Pangan Nasional. Jurnal Agribisnis Indonesia, 11(2), 145–156.
Alma, B., & Priansa, D. J. (2009). Manajemen Bisnis Syariah. Alfabeta.
Antonio, M. S. (2020). Bank Syariah: Dari Teori ke Praktik. Gema Insani.
Baxter, P., & Jack, S. (2008). Qualitative case study methodology: Study design and implementation for novice researchers. The Qualitative Report, 13(4), 544–559. https://doi.org/10.46743/2160-3715/2008.1573
Bowen, G. A. (2009). Document analysis as a qualitative research method. Qualitative Research Journal, 9(2), 27–40. https://doi.org/10.3316/QRJ0902027
Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE Publications.
Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry and research design: Choosing among five approaches (4th ed.). SAGE Publications.
Darsana, I. M. (2023). Strategi Pemasaran dalam Meningkatkan Daya Saing Usaha Kecil. Jurnal Manajemen Bisnis, 10(1), 55–66.
Daud, M., Hidayat, T., & Siregar, R. (2024). Analisis Daya Saing Usaha Peternakan Ayam Petelur Berbasis SWOT. Jurnal Peternakan Modern, 12(1), 33–45.
Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1–4. https://doi.org/10.11648/j.ajtas.20160501.11
Flick, U. (2018). An introduction to qualitative research (6th ed.). SAGE Publications.
Gürel, E., & Tat, M. (2017). SWOT analysis: A theoretical review. The Journal of International Social Research, 10(51), 994–1006. https://doi.org/10.17719/jisr.2017.1832
Halimah, S. (2023). Strategi Pemasaran Telur Ayam Ras dalam Meningkatkan Pendapatan Peternak. Jurnal Ekonomi Pertanian, 9(2), 101–112.
Indrawati. (2018). Metode Penelitian Kualitatif: Manajemen dan Bisnis Konvergensi Teknologi Informasi dan Komunikasi. Refika Aditama.
Kallio, H., Pietilä, A. M., Johnson, M., & Kangasniemi, M. (2016). Systematic methodological review: Developing a framework for a qualitative semi-structured interview guide. Journal of Advanced Nursing, 72(12), 2954–2965. https://doi.org/10.1111/jan.13031
Kartajaya, H., & Sula, M. S. (2006). Syariah Marketing. Mizan.
Kotler, P., & Armstrong, G. (2021). Principles of marketing (18th ed.). Pearson Education.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). SAGE Publications.
Moleong, L. J. (2019). Metodologi Penelitian Kualitatif (Edisi revisi). Remaja Rosdakarya.
Palinkas, L. A., Horwitz, S. M., Green, C. A., Wisdom, J. P., Duan, N., & Hoagwood, K. (2015). Purposeful sampling for qualitative data collection and analysis in mixed method implementation research. Administration and Policy in Mental Health and Mental Health Services Research, 42(5), 533–544. https://doi.org/10.1007/s10488-013-0528-y
Porter, M. E. (2018). Competitive advantage: Creating and sustaining superior performance. Free Press.
Putri, R., & Oktafia, R. (2021). Strategi Pemasaran Berbasis Syariah dalam Meningkatkan Daya Saing UMKM. Jurnal Ekonomi Syariah, 6(1), 77–89.
Rahmah, N., & Ibrahim, M. (2023). Analisis Permintaan Telur Ayam di Indonesia. Jurnal Ekonomi Pertanian, 8(1), 22–31.
Rahman, A., Yusuf, M., & Hadi, S. (2023). Sistem Distribusi Pemasaran Telur Ayam Ras di Tingkat Peternak. Jurnal Agribisnis Terapan, 7(2), 89–98.
Rangkuti, F. (2020). Analisis SWOT: Teknik Membedah Kasus Bisnis. Gramedia Pustaka Utama.
Rijal, M., Sari, D., & Hidayat, A. (2022). Strategi Diferensiasi Produk dalam Meningkatkan Daya Saing Usaha Peternakan. Jurnal Manajemen Agribisnis, 9(3), 210–220.
Sari, M., & Anwar, K. (2021). Etika Pemasaran dalam Perspektif Ekonomi Islam. Jurnal Ekonomi Syariah, 5(2), 134–145.
Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Ulfah, N., Hidayat, T., & Lestari, R. (2021). Analisis Tantangan Usaha Peternakan Ayam Petelur di Indonesia. Jurnal Peternakan Nusantara, 6(2), 75–84.
Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). SAGE Publications.
Yunanda, R., Putri, A., & Saputra, D. (2025). Faktor-Faktor yang Mempengaruhi Pendapatan Usaha Ayam Petelur. Jurnal Agribisnis Modern, 13(1), 44–56.