ANALYSIS OF NATUNA COMMUNITY PREFERENCES TOWARD DIGITAL MARKETING FISHERY PRODUCTS (CASE STUDY OF RANAI DISTRICT)

• Main Author: Ginting, Juspri
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/81264
• Institution: Institut Teknologi Bandung

Indonesia is the largest archipelagic country in the world with large marine product potential, but the contribution of the fisheries and marine products sector to GDP and the welfare of coastal communities is still low. Traditional fishermen are still tied to levels of poverty and underdevelopment. Traditional fishermen face various problems, including lack of skills, limited facilities, and very tight competition. In terms of marketing their catch, fishermen in the field face limited technology and market options which ultimately causes fishermen's income levels to tend to be low. There is no public awareness in marketing products digitally. Therefore, the aim of this research is to analyze appropriate marketing strategies in marketing fishery products in Natuna Regency. This research uses a quantitative approach with the Importance Performance Analysis method. This research was supported by 100 respondents consisting of fishing communities in Natuna Regency, especially in Ranai sub-district. Sampling was carried out randomly. This research uses 20 variables in analyzing consumer preferences. The results of this research show that the community assesses the attributes that are considered important and have good performance in digital marketing of fishery products in Natuna Regency, namely price, knowledge of using digital applications, product availability and internet access infrastructure.