SALURAN PEMASARAN IKAN LAYANG (Decapterus spp) DI PASAR OESAPA KECAMATAN KELAPA LIMA KOTA KUPANG NUSA TENGGARA TIMUR

Abstract

This study aims to identify the marketing channel patterns, marketing margins, and the efficiency of the marketing channels for layang fish (Decapterus spp) at Oesapa Market, Kelapa Lima District, Kupang City, East Nusa Tenggara. Layang fish is an important small pelagic fish commodity that is widely traded in Oesapa Market. The data for this research were obtained through observation, interviews, questionnaires, and documentation involving 35 respondents, selected using the Slovin formula. The respondents included fishers, collecting traders, and retail traders. To determine the marketing margins and efficiency, data were analyzed using both qualitative and quantitative descriptive techniques. The results of the study indicate two main marketing channels: (1) fisher → collecting trader → consumer, and (2) fisher → collecting trader → retail trader → consumer. The marketing margin in the first channel, which is the price difference between the fisher and the consumer, is IDR 3,000. In the second channel, the price difference between the fisher and the collecting trader is IDR 3,000, and between the collecting trader and the retail trader is IDR 7,000. Both marketing channels at Oesapa Market, Kelapa Lima District, Kupang City, East Nusa Tenggara, are considered efficient.