MARKETING ANALYSIS OF MUJAIR FISH IN LAMONAE UTAMA VILLAGE, WIWIRANO DISTRICT, NORTH KONAWE REGENCY

Abstract

The main purpose of this study is to understand more deeply about the dynamics of mujair fish marketing in Lamonae Utama Village, including products, prices, places, and promotions carried out by local fishery business actors. The informants in this study consisted of three people, namely the Village Head, fishermen, and fish collectors who were directly involved in marketing activities. The results of the study show that the people in Lamonae Utama Village sell mujair fish to meet their daily needs, with an average catch of 8 to 10 fish per day. The price of fish sold by fishermen varies depending on the size, which is around Rp 25,000 to Rp 30,000 per fish. Meanwhile, collectors sell fish outside the area at a price of around Rp 1,050,000 to Rp 1,200,000 per shipment. In terms of place, fishermen usually sell at local markets, while collectors distribute fish to other areas, such as Kendari City, Konawe Regency, and South Konawe Regency. Promotion is carried out simply through direct word-of-mouth communication by fishermen and collectors.