Judul: The Study of Fish Marketing for increasing Fishermen Community Revenue and Development Area in Southeast Mollucas Regency,
Abstrak: Southeast Mollucas is in Province of Mollucas that is located in eastern indonesia, is one district which has high potential of fisheries resources. The high capability of the fishing,will not be optimal if it is not supported by appropriate marketing strategy and support of the governments policy in the region.Fish that has already caught must be sell in order to give the real impact for revenue and wealth of fishermen. This research aims to 1) Knowing the distribution channels marketing related to the fishing caught supply and development in the district of Southeast Mollucas regency; 2) Identifying and analysing internal and external condition of fishermen in Southeast Mollucas on running their activities; 3) Composing and analysing strategy that can be determined in order to increase the revenue of fishermen community in Southeast Mollucas regency; and 4) Identifying relevant policies that is taken by the government of Southeast Mollucas concerning alternative strategy which is resulted for district development basic on economicof fishermen community.The sampling method that used is nonprobability sampling sampling,with accidental sampling techniques on measuring 100 people. The illustration of fish marketing distribution by fishermen in Southeast Mollucas can be seen as follows 1) Fisherman directly sell to the merchants and later distributed to the retailler, restaurant or consumers at last; 2) Fisherman sell through fish auction center (TPI ) then supplied to the merchant and distributed further; 3) Fishermen sell through small basket which is later supplied to merchant and distributed back to the retailler, restaurant or consumer at last; 4) The range margin of advantage is gained by each distribution track of commerce is among 10% - 18,58%; and 5) The average revenue every fishing in four sub-districts research field are not much different, the range is from Rp. 6.175.762,00 until Rp. 6.451.526,00. The result of identifying and analysing internal condition at table of Matrix IFE, producing amount of score weighted 2,806 which means on average. While, the results of identifyinh and analysig external condition is presented at table of matrix EFE, producing amount of score weighted 2,62which means mild or middle. A combination of both produces object position which is being investigated on a stability position. With supporting from local goverment, fishermen can perform market penetration and strategy completion of fishing product for maintaining and developing rural district in southeast mollucas regency. Alternative strategies that can be arranged as an effort to improving revenue of the fishermen community and developing rural district in Southeast Mollucas regency are 1) Increasing investment and export an incre (SO3); 2) Increasing the capacity of local government (WO1); 3) Forming and Strengthening fishermen cooperative organization (ST4), and 4) Improving the quality of human resources (WT1). Strategic and relevant that can be elected by the government of Southeast moluccas in improving district development to increase society welfare is by forming and strengthening fishermen cooperative organization.
Keyword: Fish Marketing, Development Area, SWOT and QSPM Analysis