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All Journal Jurnal Bingkai Ekonomi (JBE) Jurnal Ilmiah Ekonomika & Sains Prosiding Seminar Nasional Manajemen dan Ekonomi Manajemen Kreatif Jurnal Mengabdi: Jurnal Hasil Kegiatan Bersama Masyarakat Jurnal Inovasi Ekonomi Syariah dan Akuntansi Pemberdayaan Masyarakat: Jurnal Aksi Sosial Global Leadership Organizational Research in Management
Riyono Riyono
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Health Professions Library & Information Science Social Sciences Other

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Journal : Pemberdayaan Masyarakat: Jurnal Aksi Sosial

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Penerapan Strategi Pemasaran dalam Meningkatkan Penjualan di Delastra Farm Sari Listyani; Riyono Riyono
Pemberdayaan Masyarakat : Jurnal Aksi Sosial Vol. 2 No. 3 (2025): September : Pemberdayaan Masyarakat : Jurnal Aksi Sosial
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/aksisosial.v2i3.2128

Abstract

This Field Work Practice (KKL) was conducted at Delastra Farm Yogyakarta with the objective of analyzing the implementation of marketing strategies to increase sales in the livestock sector. The research employed a qualitative approach through observation, interviews with the business owner, and documentation review. Findings reveal that Delastra Farm adopts integrated marketing strategies combining online promotion, offline promotion, and community networking. The application of Segmentation, Targeting, and Positioning (STP) as well as the Marketing Mix (product, price, place, promotion) has significantly enhanced consumer trust and strengthened the farm’s market position. Peak sales were recorded during Eid al-Adha, supported by stock increases, intensive promotions, and delivery services that meet customer expectations. Supporting factors include product quality, the credibility of the owner as both practitioner and academic, and varied promotional strategies across digital and traditional platforms. However, the farm faces several challenges, such as limited capital, fluctuating feed prices, and intense competition within the livestock market. This study highlights the importance of digital marketing adoption, customer relationship management, and product diversification to reduce seasonal risks. The practical implication is that effective marketing strategies can improve not only sales performance but also long-term brand positioning for local livestock businesses. Theoretically, this activity demonstrates the relevance of applying marketing management concepts to micro and small-scale enterprises in the agricultural sector. Strategic recommendations include strengthening digital presence through social media and marketplaces, expanding partnerships with restaurants and religious institutions, and exploring external funding to support sustainable business growth.
Co-Authors Ahmad Dwi Nurdianto David Sukmadita Perdana Devi Enisa Diva, Marcellina Mutiara Hani Krisnawati Kasidi Kasidi Magfiroh, Ayuk Ninik Dwi Atmini Ninik Dwi Atmini Nurdiyanto, Ahmad Dwi Pratama, Randy Raihan Maulana, Adi Artanta Ristanto, Hesti Sari Listyani Sukirman Sukirman Veni Feriyanti Wahyu Puji Pangestu Y. Sutomo Zaky, Afif Amar