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All Journal Ikonomika : Jurnal Ekonomi dan Bisnis Islam Jurnal Analisa Akuntansi dan Perpajakan Jurnal Ilmiah Administrasi Bisnis dan Inovasi Jurnal Ilmiah Manajemen Publik dan Kebijakan Sosial Jurnal Pengabdian Masyarakat untuk Negeri (UN-PENMAS) TRANSFORMASI : JURNAL PENGABDIAN PADA MASYARAKAT Journal of Accounting and Business El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Accounting and Business
Lestari, Damajanti Sri
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Analisa Strategi Pemasaran untuk Meningkatkan Penjualan Produk Telur pada BUMDES Mekarsari Purbasari, Evi; Asnawi, Anita; Lestari, Damajanti Sri; Priyanto
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 10 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i10.9584

Abstract

This study aims to analyze marketing strategies that can be implemented by BUMDes Mekar Sari to increase the sales of local chicken eggs. BUMDes Mekar Sari is a village-owned enterprise located in Sabron Sari, Sentani Barat District, facing challenges in distribution, marketing, and operational efficiency. This research employs a descriptive qualitative method with a case study approach, where data were collected through observation, in-depth interviews, documentation, and consumer questionnaires. The analysis tools used include SWOT analysis, Internal Factor Evaluation (IFE) Matrix, External Factor Evaluation (EFE) Matrix, and Strategic Position and Action Evaluation (SPACE) Matrix. The results indicate that BUMDes Mekar Sari possesses significant internal strengths such as high-quality products, a strategic location, and a relatively high profit margin. However, weaknesses such as limited distribution capacity, high employee turnover, and underutilized digital marketing strategies remain obstacles that need to be addressed. Based on the IFE and EFE Matrix scores of 2.44 and 2.68, respectively, and the SPACE Matrix positioning in the Aggressive quadrant, an expansive marketing strategy is recommended, focusing on strengthening distribution networks, optimizing digital marketing, increasing production capacity, and implementing customer loyalty programs. A one-year action plan has been formulated as an implementation step to achieve sustainable sales growth.
Co-Authors Amirul Mustofa Andry Herawati asnawi, anita Augustinah, fedianty Feriswara, Dian Firdaus Firdaus Handayani, Alberta Esti Horri, Miftahol Kamariyah, Sri Kasmawati Liling Listyawati Listyawati, Liling Priyanto Purbasari, Evi Putra, Nurendo Imam Roekminiati, Sri Saibat, Saibat Sarwani Sarwani, Sarwani Suprihhadi, Heru Winedar, Mustika