Mega Haryna Juwa (2014) Analisis Efisiensi Pemasaran Ikan Bandeng di Kabupaten Gresik: Penelitian Deskriptif. Thesis thesis, UNIVERSITAS AIRLANGGA.

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Abstract

Marketing is an important aspect in running fishing business. Improvement of marketing is intended to increase the income of fishermen and reduce marketing costs as well as create a selling price within the purchasing power of consumers. Improvements marketing aims to increase the level of marketing efficiency. This study aims to determine the marketing channel of Milk fish in Gresik Regency and marketing efficiency of milk fish in Gresik Regency. There were four marketing agencies in Gresik Regency, Collectors, Big Trader, Small Trader, and Retailer. There were four marketing channels in Gresik Regency, Direct, Short, Medium, and Long. The result showed that marketing channel in Gresik Regency, direct, short, medium, and long are in efficient condition. The value of marketing efficiency in direct marketing channel is 2,56%, short marketing channel is 4,69%, medium marketing channel is 6,63%, and long marketing channel is 6,91%. The longer marketing channel, the higher result is. It means that the longer marketing channel, is not efficient.

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