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Abdul Rojak, Abdul
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Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : JURNAL SAINS DAN TEKNOLOGI PERIKANAN (JIKAN)

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Scientific Review: Utilization of Market Segmentation in Fish Brain Marketing Rojak, Abdul; Junianto, Junianto
Jurnal Sains dan Teknologi Perikanan Vol 5 No 2 (2025): OKTOBER
Publisher : Fisheries Science Study Program, Faculty of Science and Technology, Muhammadiyah University of Sidenreng Rappang.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55678/jikan.v5i2.2252

Abstract

This study aims to review various studies discussing market segmentation strategies for processed fish cakes in Indonesia. The method used is a qualitative descriptive literature study. A total of five relevant scientific journals were analyzed to review the application of market segmentation in the marketing of fish otak-otak in various regions in Indonesia, covering both urban and rural areas, as well as the upper-middle and lower-middle economic market segments. The results of the review show that geographic and demographic segmentation are the most dominant approaches used, both explicitly and implicitly, in identifying consumer groups, while psychographic and behavioral approaches are still limited. The main conclusion of this review is that the success of fish brain marketing is highly dependent on understanding the local market and specific demographics, followed by innovative product adaptation and promotion to meet the preferences and purchasing behavior of modern consumers. These findings can be the basis for MSMEs to design marketing strategies that are adaptive to local market characteristics and adaptive to changes in modern consumer behavior trends.
Co-Authors Auliyana, Auliyana Dedi Djuliansah, Dedi Diani, Alika Rahmalia Fadhilah, Reza Hasbiyallah, Hasbiyallah JUNIANTO JUNIANTO Karyatin Karyatin, Karyatin Latifah, Nisa Nuraeni Mia Lasmi Wardiyah, Mia Lasmi Mujiyanto, Abdul Haris Permana, Topik Hendra Putri, Nasya Kalsum Kencana Rahayu , Halimah Auliya Ramdhani, Fakhrur Rozi Sahyono, Agus Salsabila, Annisa Camelia Saputra, Wahyu Rananda Sauri, R Supyan Sudrajat, Yudi Sutisna, Syarip Hidayat Trisnawati, Uci Yulianto Yulianto Yuni Maharani Zulfikar Noormansyah