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All Journal PONGGAWA : Journal of Fisheries Socio-Economic
Sutinah Made
Universitas Hasanuddin
Economics, Econometrics & Finance Environmental Science Social Sciences

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Digital Marketing to Increase Sales of Fishery Products for MSMEs in Biringkanaya District Muh Rifkhi Ramadhan; Sri Suro Adhawati; Amiluddin Amiluddin; Arie Syahruni Cangara; Sitti Fakhriyyah; Sutinah Made; Aris Baso; Benny Audy Jaya Gosari
PONGGAWA : Journal of Fisheries Socio-Economic VOLUME 6, NOMOR 1, MAY 2026
Publisher : Program Studi Sosial Ekonomi Perikanan, Fakultas Ilmu Kelautan dan Perikanan, Universitas Hasanuddin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35911/ponggawa.v6i1.49923

Abstract

Digital marketing has proven to be an effective solution for boosting sales of fishery products by MSMEs in Biringkanaya District, Makassar City. This study aims to analyze the implementation of digital marketing strategies by MSMEs, measure their impact on sales growth, and identify the factors influencing their implementation. This study employs a quantitative descriptive method, involving 11 MSMEs operators with data collected through questionnaires, in-depth interviews, and observations. Data analysis utilized multiple linear regression to test the significance of digital marketing’s role. The results indicate that 82% of MSMEs have adopted digital marketing, with some businesses experiencing a significant revenue increase of up to 860%. However, challenges such as a lack of technical training and internet infrastructure remain barriers. The results of the partial T-test indicate that sales effectiveness (X2) and marketing techniques (X4) have a significant impact on digital marketing, while the other four variables do not. This confirms that the success of digital marketing is more influenced by marketing strategies than by the educational background or age of the business owners. These findings highlight the importance of ongoing training, mentoring, and infrastructure improvements to support the digital transformation of MSMEs. This study makes a strategic contribution to supporting the development of digital marketing to enhance the competitiveness of MSMEs in the fisheries sector.
Profit Sharing System for Fishermen Using Bubu Fishing Gear on Barrang Lompo Island, Sangkarrang District, Makassar City Lisa Merselindah; Sri Suro Adhawati; Aris Baso; Sutinah Made; Benny Audy Jaya Gosari
PONGGAWA : Journal of Fisheries Socio-Economic VOLUME 5, NOMOR 2, NOVEMBER 2025
Publisher : Program Studi Sosial Ekonomi Perikanan, Fakultas Ilmu Kelautan dan Perikanan, Universitas Hasanuddin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35911/ponggawa.v5i2.48323

Abstract

Most residents of Barrang Lompo Island work as traditional fishermen who rely on fish capture activities using bubu traps. The working relationship between gear owners (punggawa) and field workers (sawi) follows a hereditary profit-sharing system that lacks standardized regulations. This study aims to analyze the income and profit-sharing system of bubu trap fishermen. A descriptive quantitative and qualitative method was applied, with data collected through observation, interviews, and questionnaires. The sample consisted of 23 fishing units selected through a census method. The results showed that fishermen’s income varied by season, with the highest income during peak season at IDR 49,790,841 and the lowest during the off-season at IDR 24,858,667 per month. The applied profit-sharing system allocates 40% of the earnings to the punggawa and 60% to the sawi. However, the current system remains verbal and has not yet guaranteed optimal welfare for the labor fishermen. Therefore, regulations and supervision are necessary to ensure a fairer and more sustainable system.
Economic Business Analysis of Polyculture Pond Cultivation of Shrimp and Milkfish in Turikale District, Maros Regency Alfian Adisaputra Hy; Aris Baso; Sutinah Made; Sitti Fakhriyyah
PONGGAWA : Journal of Fisheries Socio-Economic VOLUME 6, NOMOR 2, NOVEMBER 2026
Publisher : Program Studi Sosial Ekonomi Perikanan, Fakultas Ilmu Kelautan dan Perikanan, Universitas Hasanuddin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35911/ponggawa.v6i1.49926

Abstract

Aquaculture plays a strategic role in supporting food security, economic growth, and the welfare of coastal communities in Indonesia. Turikale District in Maros Regency is one of the regions with high potential for implementing polyculture pond systems, particularly for black tiger shrimp Penaeus monodon and milkfish Chanos chanos. This study aimed to evaluate the economic aspects of polyculture pond farming in this area, focusing on profitability and economic feasibility. The research was conducted in response to the growing demand for efficient and sustainable aquaculture models to optimize fisheries resource management. The study employed a descriptive quantitative approach, collecting primary data through interviews, questionnaires, and direct field observations involving 24 fish farmers in Taroada Village. Data analysis included calculations of total production costs, total revenues, profit margins, and R/C ratio analysis to assess business efficiency. The total production cost per cycle (6 months) was Rp18,242,320.61, comprising fixed costs of Rp1,036,877.86 and variable costs of Rp17,205,442.75. The total revenue reached Rp27,857,697.22, yielding a net profit of Rp9,615,376.598. Feasibility analysis revealed an R/C ratio of 1.53, indicating that for every Rp1 spent, the business generated Rp1.53 in revenue, thus confirming its economic viability. These findings demonstrate that polyculture farming of black tiger shrimp and milkfish not only provides significant financial returns to farmers but also has the potential to enhance local economic development. It is recommended to expand the implementation of this system while ensuring operational efficiency and sustainable pond management practices.
Co-Authors Alfian Adisaputra HY Amiluddin Amiluddin Arie Syahruni Cangara Aris Baso Benny Audy Jaya Gosari Lisa Merselindah Muh Rifkhi Ramadhan Sitti Fakhriyyah Sri Suro Adhawati