Jaringan Sosial Pemasaran pada Komunitas Nelayan Tradisional Banten

Nelayan tradisional memiliki karakteristik ketergantungan terhadap kondisi alam dan hasil tangkapan yang diperoleh. Selain itu ketergantungan terjadi pula pada aspek permodalan dan jaringan sosial pemasaran. Penelitian ini mengeksplorasi karakteristik nelayan tradisional, proses dan jaringan sosial pemasaran antar kelompok dan jaringan sosial pemasaran melalui Tempat Pelelangan Ikan (TPI). Penelitian ini menggunakan metode penelitian kualitatif. Informan penelitian adalah pemilik modal, pemilik perahu, nelayan, petugas TPI. Hasil penelitiannya adalah bahwa karakteristik komunitas nelayan tradisional di Lontar melakukan kegiatan penangkapan ikan berdasarkan pada jenis alat tangkap yang dimiliki terdiri dari rejung, jaring insang, ikan karang, rakek (kerang) kapasitas mesin perahu adalah 15-17pk. Jangkauan jarak melaut hanya berkisar 3-4 mill, jarak tempuh sekitar 1-2 jam untuk menjangkau lokasi penangkapan. Bagi nelayan yang memperoleh permodalan untuk melaut melalui langgan, maka pemasaran dikuasai oleh langgan, serta penentuan harga dan pemasaran semuanya dikendalikan oleh langgan. Sedangkan nelayan yang tidak memiliki ikatan pada langgan, maka jaringan sosial pemasaran hasil tangkapan dilakukan secara langsung melalui TPI Lontar. Transaksi di pelelangan, dilakukan mekanisme pengelompokan jenis dan ukuran ikan, dan kemudian diadakan penawaran harga secara terbuka dan disesuaikan dengan harga di pasaran.Traditional fisherman rely on seasonal condition when they do fishing, their fishing product, their capital, and social network marketing.The study aimed to investigate the characteristic of traditional fisherman. Their social system and their marketing strategies. It was a qualitative study using partisipative observation, in-depth interview, and documentation technique. The subjects of the study were capital owner, boat owner, fisherman, and officer of fish auction. The study showed that traditional fisherman community in Lontar did its fishing based on fishing equipment which consisted of rejung, net, reef fish, and clam.The boats capacity were about 15-17 pk, with 3-4 miles distance and 1-2 hours journey to fishing location. Traditional fishermen were highly depent on capital owner (langgan) whom they got the capital from and they gave the fishing products to. Moreover, langgan decided the price and fish marketting. Some of traditional fishermen could directly sold their fishing products themselves because they had their own capital. The fisherman community sold their fishing products in fish auction, which price was determinied by the kinds and sizes of the fishes