Abstract:
This research was conducted in Kampar Sub district and Rantau Prapat
city, Nort Sumatera Province and aimed to know volumes of catfish have sold to
Rantau Prapat city, marketing institution, marketing cost and profit, marketing
margin and efficiency of marketing strategy that was applied in this area.
The research methode was survey. Data were obtained by interviewing
respondents based on questionaires provided. Populations were fish farmers,
merchant, agent and retailer of Rantau Prapat city.
Results shown that volumes of catfish have sold to Rantau Prapat city was
6.000 kg/month. Marketing institution consist of fish farmers, merchant, agent and
retailer of Rantau Prapat city. Marketing cost of merchant from Kampar Sub
district to Rantau Prapat city was Rp.63.694.000/month and profit accepted was
Rp.2.306.000, marketing cost of agent was Rp.68.634.200 and profit
Rp.6.365.800, marketing cost of retailer was Rp.20.738.100 and profit
Rp.1.661.900. Marketing margin value was 33,57% and fish farmer share value
was 66,43%. Based on data obtained, it can be concluded that the marketing of
catfish (Pangasius sutchi) from Kampar Sub district to Rantau Prapat city was
efficient, as the marketing margin value was less than the fish farmer share value
