(Peer review + Similarity) Model of Marketing Integration Strategy of Sea Fish through Application of Hygienic

Hadi, Syamsul (2020) (Peer review + Similarity) Model of Marketing Integration Strategy of Sea Fish through Application of Hygienic. International Journal on Emerging Technologies, 11 (2). pp. 618-626. ISSN 0975-8364

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Abstract

ABSTRACT: Building a Hygienic Fish Market (HFM) model for coastal communities is very urgent to implement because fisheries products in this area have not been served optimally due to incapability of marketing models to meet consumption quality standards. Therefore, a marketing model for marine fish is required to guarantee quality standards for public consumption. The significance of this research is to create an efficient marine fish marketing system to help increase market participants' profits, the level of customer satisfaction, and the role of local institutions. The objectives of this study included analyzing the impact of the integration of marine fish marketing strategy models through HFM in changing the level of business profits, the level of customer satisfaction, and the role of local institutions. To achieve the objectives of this quantitative and qualitative descriptive methods survey, accidental, and snow balling sampling techniques were administered. The population in this study involved fishermen, traders, consisting of groups that are members of the Marketing Group of HFM and customers. Data were analyzed with profitability analysis, t-test different levels of benefits, and descriptive. The results showed that: the application of the development of the HFM model could increase the profit rate by 88.45% for businesses, most of the final consumer respondents were very satisfied with the marketing model, and a total of 42.86% of respondents stated that local institutions played an important role in achiving efficient marketing.

Item Type:	Article
Uncontrolled Keywords:	customer’s respon, efficient marketing, hygienic fish market, local institutional role, business profits and customer satisfaction.
Subjects:	300 Social Science 300 Social Science > 380 Commerce, Communications, Transportation
Divisions:	Faculty of Agriculture > Department of Agribusiness (S1)
Depositing User:	Syamsul Hadi
Contact Email Address:	syamsul.hadi@unmuhjember.ac.id
Date Deposited:	12 Sep 2020 03:59
Last Modified:	12 Sep 2020 04:00
URI:	http://repository.unmuhjember.ac.id/id/eprint/5718

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