ANALISIS EFISIENSI PEMASARAN PRODUK AGROINDUSTRI PERIKANAN (Studi Kasus Pemasaran Ikan Teri di Desa Meunasah Keudee Kabupaten Aceh Besar)
ABSTRACT: The issue of
marketing efficiency is still an important topic to be discussed in agribusiness.
The specific goals of this research are: (1) identifying marketing channel of
dried anchovy and (2) analyzing market performance of dried anchovy (includes
margin, profit margin, share as well as value chain). This research is
quantitative and qualitative researches using observations, in-depth interviews
and questionnaires. Field research was conducted in Meunasah Keudee Village,
Aceh Besar District, Aceh Province. This location is selected from areas that
are most popular as a central production of dried Anchovy in Aceh. Results from
this research indicated that the marketing margin in all channels was enormous
and unwell distributed yet. Increasing marketing efficiency at market level in
local market through reducing marketing cost (transportation, handling, packing
and loss) is important. Similarly, encouragement of investment in those
efficiency activities are still essential.
Keywords: marketing:
efficiency; anchovy
Penulis: Evi Lisna, Sofyan
Sofyan
Kode Jurnal: jppertaniandd110062
