The Effectiveness Of Marketing Strategies In Increasing Pesticide Sales Through Marketplace Platform At Bumdes Karya Maju Cemerlang In Apung Village, Tanjung Selor District, Bulungan Regency, North Kalimantan
Keywords:
Marketing Strategy, Sales, Bumdes, Pesticide, Farmers.Abstract
This study aims to evaluate the effectiveness of marketing strategies in increasing pesticide sales through the marketplace managed by BUMDes Karya Maju Cemerlang in Apung Village, Tanjung Selor District, Bulungan Regency, North Kalimantan. The marketing of pesticide products in this region is essential to support sustainable local agriculture. A qualitative method was applied through in-depth interviews and direct observations involving local farmers as the main respondents. The findings show that marketing strategies involving personal selling, social media utilization, and promotional discounts significantly impacted sales improvement. In addition, SWOT analysis revealed that strengthening cooperation with farmers and providing product training contributed to the marketing success. These findings confirm that appropriate marketing strategies rooted in farmer collaboration can enhance sales performance and strengthen BUMDes-farmer relations.
References
Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing: Strategy, implementation, and practice (8th ed.). Pearson Education.
Hanafi, M. A. N. (2019). Analisis efektivitas strategi pemasaran terhadap peningkatan nasabah pada PT BPR Hasamitra Makassar. Jurnal Brand, 1(2), 2715–4920.
Indonesia. (1945). Undang-Undang Dasar Negara Republik Indonesia Tahun 1945.
Indonesia. (2007). Peraturan Menteri Perdagangan Republik Indonesia Nomor 36/M-DAG/PER/9/2007 tentang Penerbitan Surat Izin Usaha Perdagangan (SIUP).
Indonesia. (2014). Undang-Undang Nomor 6 Tahun 2014 tentang Desa. Lembaran Negara RI Tahun 2014 Nomor 7.
Indonesia. (2018). Peraturan Pemerintah Nomor 11 Tahun 2018 tentang Badan Usaha Milik Desa (BUMDes).
Kotler, P., & Keller, K. L. (2023). Marketing management (16th ed.). Pearson Education.
Maulana, A., & Rosmayati, S. (2024). Manajemen strategi (3rd ed., rev.). Yayasan Azka Hafidz Maulana.
Morgan, N. A., Feng, H., & Whitler, K. A. (2020). Marketing capabilities in international marketing. Journal of International Marketing, 28(1), 3–15. https://doi.org/10.1177/1069031X19894951
Parsons, A. G., & Abdullah, Z. (2021). E-commerce strategies for rural small businesses: A case study. International Journal of Entrepreneurship and Small Business, 42(2), 121–137. https://doi.org/10.1504/IJESB.2021.10041893
Pertanian, F., Mataram, U., & Sukamulia, K. (2024). 1 , 2 1,2. Jurnal Pertanian, 34(1), 327–337.
Phadermrod, B., Crowder, R. M., & Wills, G. B. (2019). Pentingnya kinerja dalam analisis SWOT. Jurnal Internasional Manajemen Informasi, 44, 194–203. https://doi.org/10.1016/j.ijinfomgt.2016.03.009
Rajaba, A. N., Fadhilah, A. D., Dirgantara, A. J. P., Azzahra, F. D., Jidan, H., Mariana, N. A., & Rozak, R. W. A. (2024). Kemudahan penggunaan fitur aplikasi e-commerce terhadap perilaku konsumtif mahasiswa. Jurnal Riset Ekonomi dan Akuntansi, 2(2), 86–98. https://doi.org/10.54066/jrea-itb.v2i2.1814
Sari, S. P. (2020). Strategi meningkatkan penjualan di era digital. Scientific Journal of Reflection: Economic, Accounting, Management and Business, 3(3), 291–300. https://doi.org/10.37481/sjr.v3i3.224
Sudrartono. (2019). Efektivitas strategi pemasaran dalam meningkatkan daya saing produk. Jurnal Ekonomi & Manajemen, 10(2), 45–60.
Sugiyono. (2023). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Tan, J., & Tan, K. S. (2020). Adoption of marketplace technology in rural businesses. Journal of Business Research, 120, 56–67. https://doi.org/10.1016/j.jbusres.2020.07.036
Tuten, T., & Solomon, M. R. (2021). Social media marketing (4th ed.). Sage Publications.
Ulfah, A. K., Hasibuan, N., Pratama, A. Z. R., & Suhairi. (2024). Strategi pemasaran dan posisi target sebagai kunci keberhasilan bisnis. Jurnal Masharif Al-Syariah: Jurnal Ekonomi dan Perbankan Syariah, 9(1). https://doi.org/10.30651/jms.v9i1.21424
