ANALISIS PEMASARAN IKAN PATIN DARI KABUPATEN KAMPAR KE KOTA RANTAU PRAPAT SUMATRA

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