Strategi Penjualan Telur Ayam Pada Peternakan CV. Chandra Wijaya Di Kecamatan Dedai Kabupaten Sintang

Paulus Paulus (Universitas Kapuas)

Fokus: Publikasi Ilmiah untuk Mahasiswa, Staf Pengajar dan Alumni Universitas Kapuas Sintang
Vol 24 No 2 (2026): FOKUS : Publikasi Ilmiah untuk Mahasiswa, Staf Pengajar dan Alumni Universitas K

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 ofmarketing strategy: pricing strategy, distribution strategy, promotional strategy, and customer loyaltystrategy. A descriptive qualitative approach was employed in this study. The research informants consistedof the business owner, employees, and customers. The owner and employees were selected using purposivesampling, while customers were selected through accidental sampling. Data were collected through indepth interviews, direct observation, and documentation. The data were analyzed using qualitative dataanalysis techniques, including data reduction, data display, and conclusion drawing.The findings indicate that the pricing strategy is determined by considering production costs, marketconditions, product quality, and targeted profit margins, enabling the company to maintain competitiveprices. The distribution strategy primarily relies on direct sales to customers, supported by appropriatepackaging and timely delivery systems that preserve product quality. Promotional activities arepredominantly conducted through direct communication and word-of-mouth (WOM) marketing, whereasthe utilization of digital marketing platforms remains limited. Customer loyalty is maintained byconsistently providing high-quality products, friendly customer service, competitive pricing, and punctualproduct delivery, which encourage repeat purchases and foster long-term business relationships.The study concludes that the marketing strategies implemented by CV. Chandra Wijaya have beenreasonably effective in improving egg sales, particularly through competitive pricing, efficient distribution,and high-quality customer service. Nevertheless, the company is recommended to strengthen its digitalmarketing initiatives to expand market reach, enhance business competitiveness, and further improvecustomer loyalty in an increasingly competitive business environment.