Marketing Analysis of Betta Fish (Betta sp.) Cultivation in Semarang City

Abstract

Semarang city is one of the cities in Indonesia which has quite developed ornamental fish potential, one of which is betta fish (Betta sp.). Betta fish or Betta sp (Betta splendens) is an ornamental fish commodity that is well known among Indonesian people. The characteristics of this ornamental fish it has a beautiful color and a tail fin that is long and also wide with a variety of shapes. Apart from its beauty, betta fish are easy to cultivate and can be a profitable business prospect. The aims of this research are to identify the marketing flow, marketing margin, and farmer’s share of betta fish cultivation in Semarang City. The method used in this study is a qualitative method with descriptive analysis. The data analyzed are marketing flow, marketing margin, and farmer’s share. Respondents were determined using 2 methods, namely purposive sampling, and snowball. The number of respondents were 5 people with details of 3 fish farmers, 1 trader, and 1 retailer. The results showed that there were 3 marketing channels for betta fish farming in Semarang city, from the three channels it was found that the most efficient marketing channel was marketing channel III with a marketing margin of 0 and a farmer’s share value of 100%.