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All Journal ProBisnis : Jurnal Manajemen Jurnal Ilmu Kelautan Lesser Sunda
Geno, Zainal Arifin Pua
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Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Earth & Planetary Sciences Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Social Sciences

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Branding Strategy in Market Development of Fisheries Sector MSMEs: A Case Study in Kupang City Tingga, Chairul Pua; Geno, Zainal Arifin Pua
ProBisnis : Jurnal Manajemen Vol. 15 No. 4 (2024): August-September: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

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Abstract

This study aims to analyze the branding strategy applied by fishery product processing MSMEs in an effort to increase market share. This research uses a qualitative method with a case study approach in fish floss processing MSMEs. The research subjects were fishery product processing MSMEs, while data collection techniques involved observation and structured interviews. Data analysis was conducted through triangulation. The results showed that the branding strategy implemented by these MSMEs has not succeeded in increasing the market share of their products, because many of them still have not implemented the branding strategy optimally.
Strategi Pemasaran Berbasis Ekosistem dalam Pengelolaan Perikanan Tuna: Studi Kasus di Nusa Tenggara Timur Pua Tingga, Chairul; Geno, Zainal Arifin Pua; Gadi, Dewi Setiyowati
Jurnal Ilmu Kelautan Lesser Sunda Vol. 5 No. 2 (2025): Jurnal Ilmu Kelautan - Lesser Sunda
Publisher : Program Studi Ilmu Kelautan, Jurusan Perikanan dan Ilmu Kelautan, Fakultas Pertanian, Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/jikls.v5i2.134

Abstract

Ecosystem-based marketing strategy in tuna fisheries management that focuses on implementing sustainability principles in marketing and managing fisheries resources. This research aims to identify effective strategies for marketing tuna products by considering ecological and social impacts, as well as ensuring the long-term sustainability of fisheries resources. The method used in this research involved analysis of primary and secondary data, which included interviews with key stakeholders in the tuna fishing industry and analysis of related literature. Research findings show that integrating marketing strategies with an ecosystem-based approach can increase the added value of tuna products, expand market access, and support conservation efforts. In conclusion, implementing an ecosystem-based marketing strategy not only supports environmental sustainability but also provides economic benefits for fishing industry players. Therefore, this approach is recommended as a model for developing a more sustainable fishing industry in the future
Co-Authors Dewi Setiyowati Gadi Pua Tingga, Chairul Tingga, Chairul Pua