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EVALUASI STRATEGI PEMASARAN PRODUK OLAHAN IKAN TUNA (Thunnus sp) DI IKM AL IJTIHAD DALAM MENGHADAPI PERSAINGAN PASAR Haryanti Hori Magi; Melkianus Teddison Bulan; Norsem Nehemia Malafu
Journal Of Fisheries Agribusiness Vol. 4 No. 2 (2026): JOURNAL OF FISHERIES AGRIBUSINESS (OKTOBER)
Publisher : Program Vokasi UNG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56190/jfa.v4i2.78

IKM Al Ijtihad was a tuna fish processing business in Kupang City that faced increasingly intense market competition; however, it had not yet conducted a comprehensive evaluation of its marketing strategy. This study aimed to evaluate the marketing strategy and financial condition of the tuna fish processed product business (branded “Mutma”) at IKM Al Ijtihad in facing market competition in Kupang City. The research employed a descriptive qualitative and quantitative approach involving 37 respondents, consisting of 7 internal respondents selected through a census method and 30 consumers selected through purposive sampling. Data were collected through in-depth interviews, direct observation, documentation, and Likertscale questionnaires. The data were then analyzed using the 4P marketing mix approach, SWOT analysis (IFE and EFE matrices), and financial analysis, including total costs, revenue, profit, R/C Ratio, and BEP. The results showed that the 4P marketing strategy had been implemented well, with an average consumer assessment score of 3.94 (Good). The business had been financially feasible, with an R/C Ratio of 1.36 and a net profit of IDR 2,441,379 per month. The SWOT analysis placed IKM Al Ijtihad in Quadrant I (aggressive SO strategy), with an IFE score of 3.30 and an EFE score of 2.80. The study concluded that IKM Al Ijtihad had been in a strong and profitable strategic position. The recommended strategies included expanding digital marketing, strengthening product positioning as a distinctive souvenir from East Nusa Tenggara (NTT), increasing production capacity, and improving packaging design and financial recordkeeping to enhance business competitiveness and sustainability.

KUALITAS PRODUK DAN PENDAPATAN PEMBUDIDAYA RUMPUT LAUT METODE PATOK DASAR DI DESA KALONDAMA BARAT, KABUPATEN ALOR Yacob Alfius Lutang; Maria Susana Medho; Melkianus Teddison Bulan
Journal Of Fisheries Agribusiness Vol. 4 No. 2 (2026): JOURNAL OF FISHERIES AGRIBUSINESS (OKTOBER)
Publisher : Program Vokasi UNG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56190/jfa.v4i2.79

Rumput laut merupakan komoditas perikanan budidaya yang menjadi tumpuan ekonomi masyarakat pesisir, termasuk pembudidaya di Desa Kalondama Barat, Kecamatan Pantar Barat Laut, Kabupaten Alor. Mutu produk yang dihasilkan sangat dipengaruhi oleh penanganan pascapanen, sehingga berkaitan erat dengan besarnya pendapatan yang diterima petani. Penelitian ini bertujuan mendeskripsikan karakteristik mutu rumput laut kering serta menghitung pendapatan pembudidaya yang menerapkan metode budidaya patok dasar. Penelitian dilakukan dengan pendekatan survei dan teknik sensus terhadap seluruh 50 pembudidaya aktif; data dikumpulkan melalui kuesioner, wawancara terstruktur, dan pengamatan langsung, kemudian dianalisis secara deskriptif serta melalui perhitungan biaya, penerimaan, pendapatan bersih, dan R/C Ratio. Hasil penelitian menunjukkan lima dari delapan tahapan budidaya sudah sesuai standar teknis, sedangkan tiga tahapan pascapanen, yaitu pengeringan, sortasi-grading, dan perawatan alat, belum sesuai, dan seluruh pembudidaya tidak melakukan sortasi maupun grading sehingga produk tidak tergolongkan menurut mutu. Usaha ini tetap menguntungkan, dengan penerimaan Rp1.400.000 dan keuntungan bersih Rp906.100 per siklus produksi, serta R/C Ratio 2,8. Perbaikan penanganan pascapanen dan pembentukan insentif harga berbasis mutu pada rantai pemasaran desa disarankan untuk meningkatkan kesejahteraan pembudidaya.

STRATEGI PEMASARAN NUGGET IKAN TUNA PADA UMKM PANBERS DI KOTA KUPANG Gregorius Paulus Male; Ida Ayu Lochana Dewi; Melkianus Teddison Bulan
Journal Of Fisheries Agribusiness Vol. 4 No. 2 (2026): JOURNAL OF FISHERIES AGRIBUSINESS (OKTOBER)
Publisher : Program Vokasi UNG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56190/jfa.v4i2.80

Panbers is a small fish-processing enterprise located in Sikumana Village, Maulafa District, Kupang City, which relies on tuna as the main raw material for its nugget products. Growing competition among similar businesses, together with the enterprise's still-limited marketing management, requires a well-defined marketing strategy to sustain and expand the business. This study aims to describe the implementation of the 4P marketing mix, examine the internal and external factors affecting the enterprise, and formulate an appropriate marketing strategy for Panbers. A descriptive quantitative method combined with SWOT analysis was applied to 40 respondents, consisting of five internal key informants and 35 consumers, with data gathered through interviews, observation, questionnaires, and documentation, then processed using the IFAS, EFAS, IE, and SWOT matrices. The findings show that the marketing mix implementation falls into the good category with an average score of 4.03, where product and price are the strongest elements while distribution and promotion still need improvement. The total IFAS score of 2.50 and EFAS score of 2.10 place Panbers in Cell V of the IE Matrix, indicating a hold-and-maintain strategic orientation. The recommended marketing strategy combines market penetration and product development through SO and ST strategies, supported by WO and WT strategies to strengthen production capacity, packaging, capital access, and digital promotion.

PERSEPSI KONSUMEN TERHADAP KUALITAS DAN HARGA IKAN SEGAR DI PASAR NAKMOFA, KABUPATEN TIMOR TENGAH SELATAN Yasmi Polly; Susanti Maria Yosefa Salu; Melkianus Teddison Bulan
Journal Of Fisheries Agribusiness Vol. 4 No. 2 (2026): JOURNAL OF FISHERIES AGRIBUSINESS (OKTOBER)
Publisher : Program Vokasi UNG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56190/jfa.v4i2.81

This study examined consumer perceptions of fresh-fish quality and price, as well as factors shaping these perceptions, at Nakmofa Market in South Central Timor Regency. Conducted in June–July 2026, the preliminary study used a descriptive qualitative approach supported by simple frequency and percentage summaries. Thirty consumers were recruited through accidental sampling. Data were collected through observation, interviews, open-ended questionnaires, and documentation, and analyzed through data reduction, data display, conclusion drawing, and source triangulation. All respondents (100%) rated fish freshness, physical appearance, and handling positively, while 73% considered stall and equipment cleanliness good. Regarding price, 66.7% considered prices proportionate to quality, 60% considered them affordable, and 70% were satisfied; however, only 47% regarded prices as fair or stable. Perceptions were associated with fish quality, affordability and price fairness, weather, supply conditions, distribution costs from Oeba and Kolbano, and traders’ honesty and friendliness. Because this preliminary study used a non-probability sample, the findings describe the participating respondents and cannot be generalized to all consumers. Traders should maintain proper fish handling, communicate prices clearly, and uphold honest transaction practices.

KARAKTERISTIK SOSIAL EKONOMI NELAYAN DI DESA TUAFANU KECAMATAN KUALIN KABUPATEN TIMOR TENGAH SELATAN Primus Aryanto Seo; Alexander S Tanody; Melkianus Teddison Bulan
Journal Of Fisheries Agribusiness Vol. 4 No. 2 (2026): JOURNAL OF FISHERIES AGRIBUSINESS (OKTOBER)
Publisher : Program Vokasi UNG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56190/jfa.v4i2.82

Penelitian ini bertujuan untuk mendeskripsikan kondisi sosial-ekonomi nelayan serta mengidentifikasi faktor-faktor internal dan eksternal yang memengaruhi kehidupan nelayan di Desa Tuafanu, Kecamatan Kualin, Kabupaten Timor Tengah Selatan. Penelitian ini menggunakan pendekatan campuran (mixed method) kualitatif dan kuantitatif, dengan teknik pengumpulan data melalui observasi, wawancara mendalam terhadap 28 informan (nelayan pemilik, buruh nelayan, pemerintah desa, tokoh adat, dan Dinas Perikanan), dokumentasi, serta studi pustaka. Penentuan informan dilakukan secara purposive sampling. Hasil penelitian menunjukkan bahwa secara sosial, mayoritas nelayan berada pada usia produktif 31–40 tahun (54,2%), dengan tingkat pendidikan formal relatif rendah (didominasi tamatan SD dan SMP sebesar 79,2%), namun memiliki pengalaman melaut yang tinggi (di atas 10 tahun). Secara ekonomi, sebagian besar nelayan berstatus sebagai buruh nelayan atau menggunakan sarana produksi milik pihak lain (62,5%), dengan biaya operasional di bawah Rp1.000.000 per bulan (91,67%), volume tangkapan rata-rata 600 kg per bulan (54,2% dari kelompok modus), serta frekuensi melaut 12 kali per bulan (75%). Tingkat pendapatan bersih nelayan terbanyak berada pada kisaran Rp18.000.000 per bulan (41,7% dari kelompok modus), yang sebagian besar terserap untuk kebutuhan konsumsi dasar rumah tangga. Faktor internal yang memengaruhi kondisi ekonomi nelayan meliputi karakteristik demografi, rendahnya pendidikan dan keterampilan, minimnya kepemilikan sarana produksi mandiri, ketergantungan pada sistem bagi hasil dengan pemodal, serta modal sosial dan kearifan lokal. Faktor eksternal meliputi letak geografis yang berhadapan langsung dengan Samudra Hindia sehingga rentan terhadap cuaca ekstrem, keterbatasan infrastruktur perikanan dan akses permodalan, serta dukungan pemerintah yang belum optimal.

ANALISIS KOMPOSISI JENIS IKAN HASIL TANGKAPAN NELAYAN OESAPA MENGGUNAKAN ALAT TANGKAP PANCING ULUR DI PESISIR PERAIRAN TELUK KUPANG Serli Debora Seo; Naharuddin Sri; Melkianus Teddison Bulan
Journal Of Fisheries Agribusiness Vol. 4 No. 2 (2026): JOURNAL OF FISHERIES AGRIBUSINESS (OKTOBER)
Publisher : Program Vokasi UNG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56190/jfa.v4i2.84

Penelitian ini bertujuan untuk mengidentifikasi jenis-jenis ikan hasil tangkapan dan menganalisis komposisi jenis ikan berdasarkan bobot total (kg) yang diperoleh nelayan pancing ulur di Pesisir Perairan Teluk Kupang, Kelurahan Oesapa. Ikan hasil tangkapan pancing ulur bersifat musiman dan sangat dipengaruhi oleh karakteristik perairan, sehingga diperlukan data komposisi spesies yang memadai untuk mendukung pengelolaan perikanan yang selektif dan berkelanjutan. Penelitian ini menggunakan metode deskriptif kuantitatif dengan teknik purposive sampling terhadap 30 responden nelayan. Data primer diperoleh melalui observasi lapangan, wawancara, dan kuesioner, sedangkan data sekunder diperoleh dari literatur dan statistik perikanan terkait. Hasil penelitian menunjukkan bahwa alat tangkap pancing ulur yang digunakan nelayan Oesapa berhasil menangkap empat jenis ikan bernilai ekonomi tinggi, yaitu Ikan Kerapu (Epinephelus sp.), Ikan Kakap Merah (Lutjanus sp.), Ikan Barakuda (Sphyraena sp.), dan Ikan Kakap Putih (Lates calcarifer), dengan total hasil tangkapan mencapai 24.960 kg. Komposisi hasil tangkapan didominasi oleh Ikan Kerapu sebanyak 9.582 kg (38,4%), Ikan Kakap Merah 7.498 kg (30,0%), Ikan Barakuda 4.856 kg (19,5%), dan Ikan Kakap Putih 3.024 kg (12,1%). Penelitian ini menunjukkan bahwa pancing ulur merupakan alat tangkap yang efektif dan selektif dalam menargetkan ikan demersal dan ikan karang di perairan Teluk Kupang.

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