STRATEGI DAN EFETIVITAS PEMASARAN UNTUK MENINGKATKAN PENDAPATAN PEDAGANG ECERAN IKAN SEGAR DI PASAR TRADISIONAL ALOK MAUMERE NUSA TENGGARA TIMUR

Authors

  • Sarlina Noni
  • Adriana Maria Septenis Universitas Nusa Nipa Maumere
  • Yohanes Wangge Universitas Nusa Nipa Maumere
  • Apolonaris Rivaldo Hure Universitas Nusa Nipa Maumere

DOI:

https://doi.org/10.30605/biogenerasi.v10i4.7799

Keywords:

Marketing strategy, Fish trader income, Fish storage, Traditional market, Fresh fish sales

Abstract

 This study aims to examine the marketing strategies and their effectiveness in increasing the income of retail fresh fish traders at Alok Traditional Market in Maumere, East Nusa Tenggara. The research type used is qualitative with a case study approach. Primary data were obtained through in-depth interviews with one of the retail traders, Mr. Hendrikus Nong, who has extensive experience in fish selling. Other data sources include direct field observations and documentation related to the process of catching, storing, and selling fish. The interview results indicate that traders source fish from TPI Maumere and apply various strategies, such as direct sales at the market and door-to-door selling, as well as using storage methods with boxes filled with frozen ice to preserve freshness. The main obstacles faced include seasonal price fluctuations and high competition. Storing fish with ice blocks has proven to be more effective in maintaining freshness for up to three days. Additionally, traders utilize diversification strategies by transforming unsold fish into dried fish. The analysis shows that these marketing strategies can increase the traders' daily income. The findings suggest that appropriate marketing strategies and effective management can improve the income of fresh fish traders in traditional markets. This research recommends enhancing marketing innovation and inventory management to support business sustainability and increase traders' income.

Downloads

Download data is not yet available.

References

Afif, Faisal,(2002), Manajemen Pemasaran, Penerbit Angkasa, Jakar

Nurdin, M., Wijayanto, H., & Setyawan, D. (2020). Strategi Pengembangan Usaha Ikan Hias di Sumatera Selatan. Jurnal Perikanan Dan Kelautan, 25(3), 112–125.

Ariyanto, D., & Sari, R. P. (2020). Strategi Pemasaran Usaha Kecil dan Menengah di Pasar Tradisional. Jurnal Ekonomi dan Pembangunan, 15(2), 123-135.

Kusuma, I. G., & Prabowo, C. (2019). Pengaruh Strategi Pemasaran Terhadap Pendapatan Pedagang Ikan di Pasar Tradisional. Jurnal Manajemen dan Pemasaran, 8(3), 45-58.

Rahman, A., & Dewi, S. (2021). Pengelolaan Usaha Kecil di Pasar Tradisional: Studi Kasus Pedagang Ikan. Jurnal Sosial Ekonomi, 12(4), 210-225.

Sari, N. P., & Dewi, S. (2018). Analisis Strategi Pemasaran Usaha Mikro di Pasar Tradisional. Jurnal Ekonomi dan Bisnis, 10(1), 89-102.

Downloads

Published

2025-12-31

How to Cite

Noni, S., Maria Septenis, A., Wangge , Y., & Rivaldo Hure, A. (2025). STRATEGI DAN EFETIVITAS PEMASARAN UNTUK MENINGKATKAN PENDAPATAN PEDAGANG ECERAN IKAN SEGAR DI PASAR TRADISIONAL ALOK MAUMERE NUSA TENGGARA TIMUR. Jurnal Biogenerasi, 10(4), 2335–2338. https://doi.org/10.30605/biogenerasi.v10i4.7799

Issue

Vol. 10 No. 4 (2025): Volume 10 nomor 4 tahun 2025 Terbit Oktober-Desember 2025

Section

Articles

License

Copyright (c) 2025 Sarlina Noni, Adriana Maria Septenis, Yohanes Wangge , Apolonaris Rivaldo Hure

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

In submitting the manuscript to the journal, the authors certify that:

  • They are authorized by their co-authors to enter into these arrangements.
  • The work described has not been formally published before, except in the form of an abstract or as part of a published lecture, review, thesis, or overlay journal.
  • That it is not under consideration for publication elsewhere,
  • That its publication has been approved by all the author(s) and by the responsible authorities – tacitly or explicitly – of the institutes where the work has been carried out.
  • They secure the right to reproduce any material that has already been published or copyrighted elsewhere.
  • They agree to the following license and copyright agreement.

License and Copyright Agreement

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Attribution License (CC BY 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.

Most read articles by the same author(s)