Marketing strategy of flying fish (Cypselurus sp) in Kiliga Village, East Part of Seram District

Abstract

The sustainable potential of the fisheries sector in East Seram Regency includes surface fish (pelagic) and bottom fish (demersal) estimated at 128,692.2 tons/year, of which up to 2005 only 9,340.6 tons (7.79%) could be managed with a production value of 13,561,250,000. Additionally, there are several marine resources with high economic value, including sea cucumbers, lola, squid, sea turtles, and Penaide shrimp. This research will be carried out in Kiliga Village, Kiandarat District, East Seram Regency. The data used in this research includes primary and secondary data. Primary data was obtained from respondents through interviews using questionnaires, while secondary data used statistical data from the Central Statistics Agency, East Seram Regency Maritime and Fisheries Service, and other supporting data. Research data was obtained using observation, interviews, and literature study methods, as well as documentation. The results showed that the total IFAS score is 6.91, where one of the strategies needed here is that the government needs to provide outreach and training on flying fish catching and marketing training through online media as well as the existence of flying fish fishermen's cooperatives, and the total EFAS score reaches 7.48. Maintaining the quality of flying fish caught for sale will contribute to customer satisfaction, giving fishermen a chance to compete with increasingly tough competitors. The QSPM matrix results are obtained from the SWOT matrix which produces 6 alternative strategies.