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All Journal ANTHRONEXUS: Journal of Anthropological Knowledge and Networks
Cantika Aisyah Khairani
Universitas Andalas

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Fishermen's Business Activities: A Marketing Study of Fishermen at Gandoriah Beach, Pariaman, West Sumatra: Cantika Aisyah Khairani

Publisher : Master's Program of Anthropology, Faculty of Social and Political Sciences, Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/bulant.v1.n1.p40-47.2026

Abstract

Marketing activities of fishermen's catches are very important in the sustainability of the coastal community fishery community. This study aims to understand how the marketing process of fishermen's catches in Gandoriah Beach, Pariaman, West Sumatra, includes the process of selling fish, distribution of catches, pricing systems, and the relationship between fishermen and fish traders. This study uses a qualitative descriptive approach with data collection techniques in the form of observation, in-depth interviews, and documentation. The research informants consisted of 2 fishermen and 1 fish trader who were directly involved in the marketing activities of the catch. The results of this study show that most fishermen sell their catch to agents or collectors first before being remarketed by fish traders to consumers. The determination of fish prices is influenced by weather conditions, the number of catches, the type of fish, and market demand. In addition, the relationship between subscriptions and capital dependence between fishermen and agents also affects the marketing process of their catches. Erratic sea conditions also have an impact on the number of catches and also affect fishermen's income and smooth fish marketing. Therefore, marketing activities of fishermen's catches at Gandoriah Beach are not only related to the buying and selling process, but also involve socio-economic relationships between fishery business actors.
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