Analisis Sistem Pemasaran Ikan di Pangkalan Pendaratan Ikan Muara Angke, Jakarta

To successfully apply wether the traditional or society version, an organization has to effectivity manqge its marketing activities. Than the fresh fish marketing in producer level is very important agribusiness subsystem. This subsystem influences amount of catching fishesries obtained by fishermen, it also affects payment ability of consumer.. The objective of the study was to analyze the structure, conduct and performance of fresh fish market at Pangkalan Pendaratan lkan (PPI) Muara Angke Jakarta and analysis market integration PPI Muara Angke and Pasar Senen-Kramat Jati, Jakarta. The data analysis was focused on variables supporting efficiency of marketing system. The study used combination of market, conduct and performance analysis and market integration analysis. The system marketing fresh fish, is the result of this study indicated that fresh fish marketing was inefficient. This inefficiency was due to : the structure of fresh fish market was oligopsony, the price was determined by wholesaler marchants, the short term and long term market integration was low, and there was still unbalance distribution of marketing margin, profit and marketing cost. This research has been substantially rivised to the changing social and economic that will seriously challenge marketing management in the future