MARKETING ANALYSIS OF SHRIMP PASTE DUE TO COVID-19 PANDEMIC IN TANJUNG PASIR VILLAGE, TANAH MERAH, INDRAGIRI HILIR

Potensi perikanan di Kabupaten Indragiri Hilir sangat besar, mulai dari perikanan laut/tangkap hingga keperikanan umum. Potensi tersebut banyak dimanfaatkan oleh masyarakat sekitar salah satunya adalahdengan membuat usaha pengolahan terasi udang. Pandemi covid-19 yang melanda hampir di seluruhIndonesia berdampak pada produksi pengolahan terasi yang dilakukan masyarakat Desa Tanjung Pasir.Tujuan dari penelitian ini adalah mengetahui besarnya margin pemasaran, efisiensi pemasaran danfarmer’s share sebelum dan sesudah adanya pandemic Covid-19 dan menganalisa ada tidaknya perbedaanpemasaran sebelum dan sesudah pandemic Covid-19 di Kabupaten Indragiri Hilir. Hasil dari penelitian iniadalah nilai margin pemasaran sebelum pandemic covid-19 adalah Rp.3.000,-/kg dan setelah pandemiccovid menjadi Rp. 13.000,-/kg. Nilai efisiensi pemasaran sebelum pandemic covid-19 sebesar 5-5,75% dansetelah pandemic covid-19 sebesar 3,33 - 3,83%. Nilai farmer’s share sebelum pandemic covid-19 sebesar85% dan setelah pandemic covid-19 sebesar 56,67%. Uji t menunjukan bahwa ada perbedaan pemasaranusaha pengolahan terasi udang antara sebelum dan sesudah adanya pandemic Covid-19 dengan nilai thitung 2,638 > t tabel 2,110.Fisheries sector in the Indragiri Hilir Regency is very potential, ranging from marine/catch fisheries to general fisheries. This potential is commonly used by the surrounding community, one of which is by making shrimp paste processing businesses.. The COVID-19 pandemic that hit almost all of Indonesia affected the production of shrimp paste processing carried out by the people of Tanjung Pasir Village. The purpose of this study was to determine the amount of marketing margin, marketing efficiency, and farmer's share before and after the Covid-19 pandemic and to analyze whether there were differences in marketing before and after the Covid-19 pandemic in Indragiri Hilir Regency. The results of this study are the value of the marketing margin before the covid-19 pandemic was Rp. 3,000, -/kg and after the covid pandemic, it was Rp. 13,000,-/kg. The value of marketing efficiency before the covid-19 pandemic was 5-5.75% and after the covid-19 pandemic was 3.33 - 3.83%. The farmer's share value before the covid-19 pandemic was 85% and after the covid-19 pandemic was 56.67%. The t-test shows that there is a difference in the marketing of shrimp paste processing business between before and after the Covid-19 pandemic with a t-count value of 2.638 > t-table 2.110.&nbsp