STRATEGI PENJUALAN TELUR AYAM PADA PETERNAKAN CV. CHANDRA WIJAYA DI KECAMATAN DEDAI KABUPATEN SINTANG

Abstract

This study aims to analyze the marketing strategies employed to increase egg sales at CV.
Chandra Wijaya, located in Dedai District, Sintang Regency. The research focuses on four key aspects of
marketing strategy: pricing strategy, distribution strategy, promotional strategy, and customer loyalty
strategy. A descriptive qualitative approach was employed in this study. The research informants consisted
of the business owner, employees, and customers. The owner and employees were selected using purposive
sampling, while customers were selected through accidental sampling. Data were collected through indepth interviews, direct observation, and documentation. The data were analyzed using qualitative data
analysis techniques, including data reduction, data display, and conclusion drawing.
The findings indicate that the pricing strategy is determined by considering production costs, market
conditions, product quality, and targeted profit margins, enabling the company to maintain competitive
prices. The distribution strategy primarily relies on direct sales to customers, supported by appropriate
packaging and timely delivery systems that preserve product quality. Promotional activities are
predominantly conducted through direct communication and word-of-mouth (WOM) marketing, whereas
the utilization of digital marketing platforms remains limited. Customer loyalty is maintained by
consistently providing high-quality products, friendly customer service, competitive pricing, and punctual
product delivery, which encourage repeat purchases and foster long-term business relationships.
The study concludes that the marketing strategies implemented by CV. Chandra Wijaya have been
reasonably effective in improving egg sales, particularly through competitive pricing, efficient distribution,
and high-quality customer service. Nevertheless, the company is recommended to strengthen its digital
marketing initiatives to expand market reach, enhance business competitiveness, and further improve
customer loyalty in an increasingly competitive business environment.