Abstract

 The purpose of this study is to determine the marketing, distribution, and development of dried fish in the Sasak Ranah Pasisie District of West Pasaman Regency, West Sumatra. Techniques for data collection include observation, interviews, and the use of questionnaires, followed by documentation of the data for analysis. The descriptive analysis method was used to evaluate the data obtained in this study. An effective and efficient marketing strategy model that leverages strengths to capitalize on long-term opportunities through product/market diversification, a focus on minimizing internal problems in order to create better market opportunities, and continuous improvement and evaluation of the dried fish business. The strategy for resolving marketing and distribution issues with salted fish in the Sasak Ranah Pasisie is to provide techniques and strategies that enable the products they create to be distributed both regionally and beyond the West Pasaman area. The community is briefed on how to efficiently market salted fish and how to distribute salted fish to various locations with minimal distribution costs. Almost all consumer products are distributed by wholesalers or retailers. Manufacturers can save cost by outsourcing certain marketing operations to intermediaries.
 
 
 
Highlights
The purpose of this study is to determine the marketing, distribution, and development of dried fish in the Sasak Ranah Pasisie District of West Pasaman Regency, West Sumatra
evaluate the data obtained in this study
efficient marketing strategy model that leverages strengths to capitalize on long-term opportunities through product
Summary
Usaha ikan asin merupakan salah satu usaha kecil dan menengah yang berkembang dan bertahan sejak dulu di Nagari Sasak Ranah Pasisie karena lokasinya yang berdekatan dengan laut. Para pengrajin ikan asin masih sangat kesulitan dalam melakukan pemasaran dan pendistribusian nya, sehingga keuntungan yang mereka peroleh masih sangat minimimal. Namun karena ketidakpahaman para pengrajin dalam ilmu pemasaran untuk pendistribusian ikan asin tersebut yang membuat usaha mereka tidak berkembang. Konsep pemasaran masyarakat menyatakan bahwa tugas organisasi adalah menentukan kebutuhan, keinginan, dan minat pasar sasaran dan memberi kepuasan yang diinginkan secara lebih efektif dan efisien dibandingkan pesaing dengan tetap memelihara dan meningkatkan kesejahteraan masyarakat. Konsep pemasaran menyatakan bahwa kunci mencapai tujuan organisasi yang ditetapkan adalah perusahaan harus lebih efektif dibandingkan pesaing dalam menciptakan, menyerahkan, dan mengkomunikasikan nilai pelanggan kepada target pasar yang dipilih (Hartono et al, 2012). Distribusi merupakan penyaluran hasil produksi berupa barang dan jasa dari produsen ke konsumen untuk memenuhi kebutuhan manusia. Contohnya bias lewat pedagang yang membeli dan menjual kembali hasil produksi tanpa merubah bentuk dan tanggungjawab sendiri dengan tujuan mendapatkan keuntungan
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