Peningkatan Kinerja Usaha Kecil Perikanan Tambak Melalui Penataan Strategi Pemasaran di Kabupaten Pangkep

Abstract

At present, MSMEs in Pangkep Regency in 2022, the majority of micro, small and medium enterprises (MSMEs) in Pangkep Regency are engaged in 5 industrial sectors, and namely: 1) Do not trade in pond fisheries, 44.4% 2) Wood and woven crafts 19.9 %, 3) Textiles and apparel 14.4%, 4) Non-metallic minerals such as flour, mica, etc., 6.9% and 5) Furniture 3.5% The aquaculture trade business ranks first in micro and small enterprises and medium-sized enterprises (MSMEs) in Pangkep Regency. The fact shows that the yield from ponds after harvest is very abundant and most of the farmers only sell fresh fish directly to collectors with a selling price of around Rp. Small fishpond fishery business through structuring marketing strategies in Pangkep Regency is important to implement. The purpose of the study is to determine the performance improvement. The marketing strategy arrangement can improve the performance of small-scale aquaculture businesses through a marketing strategy. This study uses quantitative research. Data will be collected through documentation, observation, questionnaire, and interview techniques as well as instrument validation tests such as the significance of the r coefficient and reliability testing using the SPSS 13 program. Furthermore, using regression data analysis. The results showed that; 1) Marketing Strategy has a positive effect on the Performance of Small Pond Fisheries Businesses in Pangkep Regency, 2) Marketing Strategies can only explain or contribute to variations in the Performance of Small Pond Fisheries Businesses in Pangkep Regency by 86.6%. While the rest is 13.4%, influenced by other variables that are not involved in this study 3) Improving the performance of small-scale aquaculture businesses through structuring marketing strategies is done by creating differences (differents), advantages (advantages), benefits (benefits) that make consumers always remember a product. The steps in positioning: identify the advantages that can be displayed, choose the most powerful advantages and convey the advantages effectively on targetin