KAJIAN PEMASARAN IKAN LEMURU (Sardinella Lemuru) DI MUNCAR – BANYUWANGI
Abstract: The aim of this
research is to analyze lemuru fish marketing in Muncar – Banyuwangi Regency
through marketing margin analysis during peak season and lean season. Research
location was selected purposively. Method of analysis were descriptive and
analytic. Snow ball sampling was used in this research. Both primary and
secondary data were collected in this study. Results show that the shorter the
marketing chains the smaller marketing margin. Marketing margin during peak
season was smaller compared than marketing margin during the lean season,
because during the lean season, consumers were unable to get lemuru easily. So,
lemuru price become higher. Although the lemuru price was high, consumers still
sought to buy it. Therefore, share received by fisherman is higher during the
peak season.
Key word: marketing margin,
peak season and lean season
Penulis: Ati Kusmiati
Kode Jurnal: jppertaniandd070042
