STRATEGI PEMASARAN PADA USAHA AYAM PETELUR NELLY JAYA GROUP DI DESA LA EA KECAMATAN POLEANG SELATAN KABUPATEN BOMBANA PERSFEKTIF EKONOMI ISLAM

Rekaldi. Nim: 19050101114.(2024)., R (2026) STRATEGI PEMASARAN PADA USAHA AYAM PETELUR NELLY JAYA GROUP DI DESA LA EA KECAMATAN POLEANG SELATAN KABUPATEN BOMBANA PERSFEKTIF EKONOMI ISLAM. Other thesis, IAIN KENDARI.

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Abstract

ABSTRAK

Rekaldi. Nim: 19050101114.(2024). Program Studi Ekonomi
Syariah Institut Agama Islam Negeri (IAIN) Kendari. “Strategi
Pemasaran Pada Usaha Ayam Petelur Nelly Jaya Group Di Desa
La Ea Kecamatan Poleang Selatan Kabupaten Bombana Persfektif
Ekonomi Islam”. Dibimbing Oleh Bapak Abdul Wahid Mongkito,
S.Si, M.EI dan Bapak Mahfudz, Lc, M.EI

Penelitian ini bertujuan untuk mengetahui Strategi Pemasaran Pada
Usaha Ayam Petelur Nelly Jaya Group Di Desa La Ea Kecamatan
Poleang Selatan Kabupaten Bombana, dengan fokus pada penerapan
prinsip ekonomi Islam dalam praktik bisnis. Jenis Penelitian ini
deskriptif kualitatif dan menggunakan metode field research dengan
pendekatan studi kasus. Pengumpulan data dilakukan melalui
observasi, wawancara mendalam dan dokumentasi. Teknik pengelolaan
dan analisis data dilakukan dengan reduksi data, kategorisasi data, dan
penarikan kesimpulan. Hasil penelitian menunjukkan bahwa Nelly Jaya
Group menerapkan strategi pemasaran yang mencakup empat aspek
utama: produk, harga, tempat, dan promosi. Strategi produk berfokus
pada kualitas telur yang dihasilkan, dengan klasifikasi berdasarkan
ukuran dan kebersihan. Strategi harga ditetapkan secara transparan
dengan mempertimbangkan biaya produksi dan kondisi pasar. Tempat
distribusi dilakukan melalui saluran langsung ke konsumen, kerjasama
dengan toko tradisional, dan pemesanan via telepon. Promosi
mengandalkan metode word of mouth dan partisipasi dalam kegiatan
masyarakat. Dari perspektif ekonomi Islam, strategi pemasaran Nelly
Jaya Group telah memenuhi prinsip-prinsip etika bisnis Islam, seperti
kejujuran, keadilan, dan tanggung jawab sosial. Perusahaan menjaga
kualitas produk, menerapkan harga yang wajar, serta membangun
hubungan baik dengan pelanggan dan masyarakat sekitar.

Kata Kunci: Strategi, Pemasaran, Peternak, Persfektif Ekonomi Islam


ABSTRACT

Rekaldi. Nim: 19050101114.(2024). Sharia Economics Study
Program, State Islamic Institute (IAIN) Kendari. “Marketing
Strategy of the Nelly Jaya Group Laying Chicken Business in La
Ea Village, South Poleang Subdistrict, Bombana Regency from an
Islamic Economic Perspective”. Supervised by Abdul Wahid
Mongkito, S.Si, M.EI and Mahfudz, Lc, M.EI

This study aims to find out the Marketing Strategy of the Nelly Jaya
Group's laying hen business in La Ea Village, South Poleang District,
Bombana Regency, with a focus on the application of Islamic economic
principles in business practices. This type of research is qualitative
descriptive and uses field research methods with a case study approach.
Data collection was carried out through observation, in-depth
interviews and documentation. Data management and analysis
techniques are carried out by data reduction, data categorization, and
conclusion drawn. The results of the study show that Nelly Jaya Group
implements a marketing strategy that includes four main aspects:
product, price, venue, and promotion. The product strategy focuses on
the quality of the eggs produced, with classification based on size and
hygiene. The pricing strategy is set transparently taking into account
production costs and market conditions. Distribution places are carried
out through direct-to-consumer channels, cooperation with traditional
stores, and orders via telephone. Promotion relies on word of mouth
methods and participation in community activities. From an Islamic
economic perspective, Nelly Jaya Group's marketing strategy has met
the principles of Islamic business ethics, such as honesty, fairness, and
social responsibility. The company maintains product quality,
implements reasonable prices, and builds good relationships with
customers and the surrounding community.

Keywords: Strategy, Marketing, Breeder, Islamic Economic Perspective

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Strategi, Pemasaran, Peternak, Persfektif Ekonomi Islam
Subjects:	600 Teknologi dan Ilmu Terapan > 658 Manajemen Umum > 658.8 Marketing, Manajemen Distribusi > 658.82 Promosi Pemasaran, Promosi Penjualan
Divisions:	Fakultas Ekonomi dan Bisnis Islam > Prodi Ekonomi Syariah
Depositing User:	Unnamed user with email [email protected]
Date Deposited:	09 Apr 2026 01:31
Last Modified:	09 Apr 2026 01:31
URI:	http://digitallib.iainkendari.ac.id/id/eprint/4318

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