MARKETING ANALYSIS OF ROUND SCAD AT BATULICIN FISHING PORT OF SOUTH KALIMANTAN, INDONESIA

Abstract

This study aims to look at the marketing of round scad at the Batulicin Fishing Port in South Kalimantan Province. The location of the research was determined deliberately using a purposive sampling method, while the data used were (a) primary data consisting of (1) respondent biodata, (2) prices at the fishermen's level and (3) prices at the trader level and (b) secondary data which obtained from various sources and agencies related to the description of the research. The total number of respondents in this study was 65 people consisting of 26 fishermen from transport boats, using the accidental sampling method and then 39 traders using the snowball sampling method. The data analysis includes marketing channel analysis, marketing margin analysis, farmer's share analysis and marketing efficiency. The results of the analysis show that (a) there are 7 types of marketing channel patterns. on the shortest type I, III, IV, IV, IV marketing channels (there are 4 marketing agencies), the longest type II, VII marketing channels (there are 5 marketing agencies). Obtained on all marketing channels III, IV, V, VI, (b) The highest margin value on channel V is 67.12%, (c) the highest farmer's share value is 39.87% on channel III and (d) on channel type III, IV, V and VI, % marketing margin > % farmer's share so it can be concluded that marketing is not efficient.

Keywords

• fish farmer
• tilapia fish
• marketing channel
• marketing agencies