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All Journal JURNAL ILMIAH PLATAX Saintek Perikanan : Indonesian Journal of Fisheries Science and Technology Jurnal Akuatika Jurnal Perikanan Kelautan Sosiohumaniora Jurnal Perikanan dan Kelautan Jurnal Perikanan dan Kelautan Jurnal Akuatika Indonesia Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Jurnal Biodjati JFMR (Journal of Fisheries and Marine Research) JURNAL GALUNG TROPIKA Jurnal Ilmiah Universitas Batanghari Jambi Albacore : Jurnal Penelitian Perikanan Laut Bioma : Jurnal Biologi Indonesia Aquasains : Jurnal Ilmu Perikanan dan Sumberdaya Perairan Bawal : Widya Riset Perikanan Tangkap Creative Research Journal Jurnal Geologi Kelautan: Media Hasil Penelitian Geologi Kelautan JURNAL PERIKANAN TROPIS Grouper: Jurnal Ilmiah Perikanan Juvenil: Jurnal Ilmiah Kelautan dan Perikanan Jurnal Penelitian Inovatif Journal of Social Research Aceh Journal of Animal Science Farmers: Journal of Community Services Jurnal Perikanan dan Kelautan Jurnal Perikanan
Iwang Gumilar
Departemen Perikanan, Fakultas Perikanan Dan Ilmu Kelautan, Universitas Padjadjaran, Sumedang, Indonesia
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Journal : JURNAL ILMIAH PLATAX

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Analysis of Marketing Strategy of Freshwater Ornamental Fish Business in Bandung City, West Java Province Haganta, Louise David; Nurhayati, Atikah; Liviawaty, Evi; Gumilar, Iwang
Jurnal Ilmiah Platax Vol. 12 No. 2 (2024): ISSUE JULY-DECEMBER 2024
Publisher : Sam Ratulangi University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35800/jip.v12i2.55236

Abstract

The purpose of this study is to analyze appropriate marketing strategies that can be applied to the freshwater ornamental fish business in Bandung City. The research will be conducted in a time frame and location from March to April 2024 in Bandung City. The analysis method used is SWOT analysis. The initial stage involves the analysis of internal factors (IFAS) and external factors (EFAS). Next, perform the calculation of the IFE EFE matrix and the formulation of marketing strategies using the grand strategy matrix. Based on the results of the analysis, both internal factors and external factors each have 5 factors. Strengths include Good quality ornamental fish, strategic location, affordable prices, a large selection of fish species, and comfortable and clean stores. Weaknesses include hampered marketing activities, promotion has not been maximized, fish dying from the disease, do not update on social media, and unsatisfactory service. Opportunities include the trend of ornamental fish, the number of ornamental fish suppliers being relatively large, supportive government policies, consumer confidence in products, and ornamental fish as a hobby or decoration. Threats include changes in consumer tastes, increasingly fierce business competition, price games from competitors, the entry of ornamental fish from abroad, and a lack of market information. The results of the grand strategy matrix analysis show that the position of the X-axis (0.48) and the Y-axis (0.42) is in quadrant I, so the right strategy that can be applied is an aggressive strategy (SO) which means utilizing strengths and opportunities. S-O strategies that can be applied include maintaining and improving the quality of ornamental fish, increasing the number of different types of ornamental fish, setting prices that can be reached by consumers, expanding ornamental fish business premises, and arranging and maintaining the cleanliness of business premises. Keywords: SWOT analysis; Freshwater ornamental fish; Marketing strategy. Abstrak Tujuan penelitian ini adalah untuk menganalisis strategi pemasaran yang tepat yang dapat diterapkan pada usaha ikan hias air tawar di Kota Bandung. Waktu dan lokasi penelitian dilakukan pada bulan Maret sampai bulan April 2024 di Kota Bandung. Analisis yang digunakan dalam penelitian ini adalah analisis SWOT. Tahap pertama dengan melakukan analisis faktor internal (IFAS) dan faktor eksternal (EFAS). Berikutnya melakukan perhitungan matriks IFE EFE dan perumusan strategi pemasaran menggunakan matriks grand strategi. Berdasarkan hasil analisis faktor internal dan faktor eksternal masing-masing memiliki 5 faktor. Kekuatan meliputi Kualitas ikan hias baik, lokasi strategis, harga yang terjangkau, banyak pilihan jenis ikan, dan toko yang nyaman dan bersih. Kelemahan meliputi Kegiatan pemasaran terhambat, promosi belum maksimal, ikan mati karena penyakit, tidak update dimedia sosial, pelayanan yang tidak memuaskan. Peluang meliputi Tren ikan hias mengalami peningkatan, jumlah pemasok ikan hias relatif banyak, kebijakan pemerintah yang mendukung, kepercayaan konsumen terhadap produk, dan ikan hias sebagai hobi ataupun hiasan. Ancaman meliputi perubahan selera konsumen, persaingan bisnis semakin ketat, permainan harga dari pesaing, masuknya ikan hias dari luar negeri, dan kurangnya informasi pasar. Hasil dari analisis matriks grand strategi menunjukkan posisi sumbu X (0,48) dan sumbu Y (0,42) berada pada kuadran I, maka strategi yang tepat yang dapat diterapkan adalah strategi agresif (SO) yang berarti memanfaatkan kekuatan (strength) dan peluang (opportunities). Strategi SO yang dapat diterapkan antara lain Mempertahankan dan meningkatkan kualitas ikan hias, menambah jumlah jenis ikan hias yang berbeda, menetapkan harga yang dapat dijangkau oleh konsumen, memperluas tempat usaha ikan hias, serta menata dan menjaga kebersihan tempat usaha. Kata Kunci: Analisis SWOT; Ikan hias air tawar; Strategi pemasaran.
Prospective Analysis of Seaweed Processing Downstream Business: A Case Study in Lontar Village Gumilar, Iwang; Saputra, Adjie; Anggraeni, Santi Rukminita; Pratama, Rusky Intan; Maulina, Ine
Jurnal Ilmiah Platax Vol. 12 No. 2 (2024): ISSUE JULY-DECEMBER 2024
Publisher : Sam Ratulangi University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35800/jip.v12i2.56118

Abstract

Seaweed grows in almost all waters of Indonesia, making it one of the important exporting countries in Asia. Indonesia's three main seaweed export commodities are Eucheuma cottonii, Gracillaria sp., and Gelidium sp. One significant seaweed cultivation center is Lontar Village. However, value-added downstream product activities still need to be developed there. The potential for drying seaweed in Lontar Village reaches 150,000 kg per month. Data analysis was performed using quantitative descriptive methods, including profitability analysis, B/C Ratio analysis, Break-Even Point analysis, and Payback Period over the past year with five harvest cycles. The prospective analysis results include aspects of seaweed drying processing techniques, financial elements, and marketing aspects. This study uses a case study method with key informants being the head and members of the seaweed processing group in Lontar Village. The data used are from five harvest cycles over the past year. The prospective analysis results show that the financial analysis of the seaweed processing business in Lontar Village indicates positive outcomes, such as positive profits, a B/C Ratio greater than 1, seaweed sales and production values exceeding the Break-Even Point, and a Payback Period of less than one year. Seaweed marketing in Lontar Village is conducted on a cash basis, with their main market being Java Island. Keywords: Prospective, Business, Processing, Seaweed. Abstrak Rumput laut tumbuh hampir di seluruh perairan Indonesia, menjadikannya salah satu negara pengekspor penting di Asia. Tiga komoditas ekspor utama rumput laut Indonesia adalah Eucheuma cottonii, Gracillaria sp., dan Gelidium sp. Salah satu sentra budidaya rumput laut yang signifikan adalah Desa Lontar. Namun, kegiatan hilirisasi produk jadi yang bernilai tambah masih perlu dikembangkan di sana. Potensi penjemuran rumput laut kering di Desa Lontar mencapai 150.000 kg per bulan. Analisis data dilakukan menggunakan metode deskriptif kuantitatif, yang meliputi analisis keuntungan, analisis B/C Ratio, analisis Break Even Point, dan Payback Period selama satu tahun terakhir dengan lima siklus panen. Hasil analisis prospektif mencakup aspek teknik pengolahan penjemuran rumput laut, aspek finansial, dan aspek pemasaran. Penelitian ini menggunakan metode studi kasus dengan informan kunci berupa ketua dan anggota kelompok pengolahan rumput laut di Desa Lontar. Data yang digunakan adalah data dari lima siklus panen selama satu tahun terakhir. Hasil analisis prospektif menunjukkan nalisis finansial usaha pengolahan rumput laut di Desa Lontar menunjukkan hasil yang baik, seperti keuntungan yang bernilai positif, B/C Ratio lebih dari 1, nilai penjualan dan produksi rumput laut lebih besar dari nilai Break Even Point, dan Payback Period kurang dari satu tahun. Pemasaran rumput laut di Desa Lontar dilakukan dengan sistem kontan, dan pasar utama mereka adalah Pulau Jawa. Kata kunci: Prospektif, Usaha, Pengolahan, Rumput Laut.
Co-Authors Achmad Rizal Adhitya Rakhmadi Agus Ruswandi Agus Ruswandi Alexander M. A. Khan Alfina, Alfina Anindya Pratami Putri Ankiq Taofiqurohman Ankiq Taofiqurrohman Annisa Karimah Aprianto, Hendra Arief, Mochamad Candra Wirawan Asep Rismawan Asep Sahidin Atikah Nurhayati Atikah Nurhayati Aulia Andhikawati Beni Guswanto Budi Susanto Christopher Radyputra Moelyosusant Citra Aulia Hani Fasa Damayanti, Ami Danies Sadyarta Pratama Dedi Supriadi Diani Putri Utami Emma Rochima Epa Paujiah Epa Paujiah, Epa Esa Khoirinnisa Evi Liviawaty Fahri Faturohman Firdaus, Muhamad Dadan Fortuna, Friyona Dewi Ghifari, Naufal Hasvi Gumilar, Atikah Haganta, Louise David Haikal Dapa Heryadi Hamdan, Muhamad Ari Handaka, Asep Agus Handaka, Asep Agus Hardhiawan, Muhammad Adrian Shidqi Hartatik, Sri Een Haryono Haryono Haryono Haryono Hendra Wawansyah Herman Hamdani Herman, Roffi Grandiosa Hermawan, Astridya Syahada Putri Heryadi, Haikal Dapa heti herawati Heti Herawati Ibnu Dwi Buwono Ickman Santi Kusumawardani Iis Rostini Ine Maulina Ine Maulina Ine Maulina Ishlahiddin, Muhammad Iqbal Iskandar . Iskandar Iskandar Iskandar Iskandar Iskandar Iskandar Izza Mahdiana Apriliani Junianto - Lantun Paradhita Dewanti Lintang Permata Sari Yuliadi Lupita Lestari Mia Berlia Miftahul Agra Putri Mochamad Candra Wirawan Arief Muhamad Rakhman Firdaus Muhammad Hafizh Arafi Nabilla Shabrina Nuraya Asfariah Wangsapraja Nurhoirunisa, Kori Pamungkas, Wahyuniar Perdana Putra Kelana Prameswari, Rhiana Prasetya, Muhamad Diva Priani, Zalsa Az Zahra Putri, Miftahul Agra Rani - Handayani Rasyid, Raffael Muhammad Sabili Raymond Marbun Lumban b Marbun Lumban Ristiafani Rita Rostika Rizal, Muhammad Rizal Alfiansyah Rizkia Aliyah Roffi Grandiosa Rusky Intan Pratama Sakira, Kekey Santi Rukminita Anggraeni, Santi Rukminita Saputra, Adjie Shafa, Bellarisa Rahma Shelvi Mardiana Sri Astuty Sri Een Hartatik Sriati - Syamsuddin, Mega Laksmini Tarigan, Aginta Primana Titin Herawati Trie Utami Akbarini Ujang Subhan Wahyuniar Pamungkas Yayat Dhahiyat Yayat Dhahiyat Yuli Andriani Yuniar Mulyani Yuniar Mulyani Zahidah Zahidah - Zahidah Hasan Zahidah Zahidah, Zahidah Zuzy Anna