MARGIN DAN TINGKAT EFISIENSI PEMASARAN IKAN TENGGIRI (Scomberomorus commerson) DI PPI TANJUNGSARI KABUPATEN PEMALANG

Abstract

Mackerel is one of the main catch targets for gill net multifilament fishermen in PPI Tanjungsari due to its high price and also the demand of the market from inside and outside the Pemalang Regency. Mackerel’s marketing business is carried out and developed by various parties, including fishermen, large traders, retailers, and out-of-town merchants. The purposes of this research were to find out the form of marketing channels and analyze the value of marketing margins, and marketing efficiency of mackerel in PPI Tanjungsari. The method used in this research was descriptive. The sampling method used in this study was the purposive sampling method. Data analysis was marketing margin analysis and marketing efficiency analysis. The result is that there are two forms of marketing channels for mackerel. The first marketing channel is from fishermen-medium traders-retailer-end consumers, and the second marketing channel is from fishermen-large traders-traders outside the city-consumers. The total marketing margin on the second channel is greater than the first channel, which is Rp 33.243,-/kg due to greater marketing costs. The marketing efficiency analysis obtained on both channels falls into the inefficient category with values of 20% on the first channel and 33% on the second channel.