International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Volume 7 Issue 3
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Marketing Efficiency and Distribution Channels of Spanish Mackerel at Karangsong Fish Auction Place

Author(s) Syauqi Romi Ramadhan, Bambang Argo Wibowo, Abdul Kohar Mudzakir
Country Indonesia
Abstract Effective fish marketing strategies are essential to keep up with global fisheries sector developments. Marketing is pivotal for sales businesses, especially for fishers. Implementing effective strategies can significantly enhance the visibility and attractiveness of fishery products, leading to increased demand and higher sales. The Karangsong Fish Auction Place (FAP), located in Karangsong Village, Indramayu Regency, and managed by the Mina Sumitra Marine Fisheries Cooperative, focuses on Spanish Mackerel, a primary catch for local gillnet fishers. This study examines the marketing distribution and efficiency of Spanish Mackerel at Karangsong FAP. Using purposive sampling among 46 gillnet fishers and traders, the study reveals two marketing channels: the first includes fishers, large traders, small traders, and local consumers; the second includes fishers, large traders, medium traders, and out-of-town consumers. The first channel has a margin value of Rp 20,868 (33%), while the second has a margin value of Rp 22,535 (35%). Fishers' shares in both channels are 67% and 65%, respectively. The marketing efficiency values are 0.05 for the first channel and 0.04 for the second, indicating efficient marketing with values below 5%. The second marketing channel is deemed more efficient compared to the first.
Keywords Karangsong FAP, Marketing Distribution, Marketing Efficiency, Marketing Margin, Spanish Mackerel
Field Business Administration
Published In Volume 7, Issue 3, May-June 2025
Published On 2025-06-23
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E-ISSN 2582-2160
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