<![CDATA[Indonesia's fishery industry has experienced significant growth amid rising market demand for fresh and frozen fish products, particularly tuna and salmon. This study aims to compare the sales performance of tuna products and the Salmon/Trout category based on sales value and volume, identify the best-selling products in each category, and identify factors associated with purchasing decisions at PT. Bahari Prima Manunggal. Using a descriptive-qualitative approach strengthened with a quantitative dimension based on internal company sales data, collected over the first quarter of 2026 (January–March 2026), data were gathered through in-depth interviews, participatory observation, and documentation using a single case study design. Informants were selected purposively from marketing managers, field sales staff, and key accounts, totaling 7 people (2 marketing managers, 3 field sales staff, and 2 key accounts). Results indicate that the Salmon/Trout category dominates sales with a total value of IDR 4.39 billion (88.62% of total revenue) and a volume of 24,964 kg, far exceeding Tuna at IDR 488.1 million (9.86%) with 11,871 kg. The average price per kilogram for the combined Salmon/Trout category (~IDR 176,000) is approximately 4.3 times higher than tuna (~IDR 41,000), reflecting salmon's positioning as a premium product. The best-selling Tuna product is Tuna Kama Whole Natural (IDR 219.8 million; 5,728.76 kg), while Salmon Fresh (IDR 1.56 billion; 7,145.51 kg) leads the Salmon/Trout category. Price, product quality, stock availability, and personal relationships were identified through interviews as factors associated with purchasing decisions. PT. Bahari Prima Manunggal implements a product differentiation and market segmentation strategy focused on the premium HORECA segment. These findings contribute to understanding urban fishery market dynamics in Indonesia and offer strategic recommendations for businesses in the premium seafood distribution sector.]]>
