Abstract:
institutions about which marketing channels provide higher levels of profit than other channels. Furthermore, this research also aims to increase knowledge for producers to carry out product verification, so that the added value of goods is higher. With product improvements, of course the producer will have more business partners and in
the end the sales volume will increase and business profits will also increase. This product diversification step is a manifestation of a change in producer behavior from catching directly selling (TLJ) to picking and selling behavior (POL). The results of this research found that the income received by marketing institutions involved in trading fresh sea fish commodities was influenced by the marketing functions carried out. The behavior of
marketing institutions in each channel where the selling price of fish to consumers increases on average between 17.50% to 30.67%. The increase in selling prices for each institution is due to the treatment of the marketing function, among others; transportation functions, packing, cleaning, maintenance, preservation and so on. With the existence of alternative distribution of caught fish as a marketing activity to distribute from fishermen to final consumers with the aim of getting more expensive economic value. Collecting traders selling fish to retailers have incurred costs for several marketing functions, as well as other marketing institutions so that the price paid by final consumers is more expensive. The conclusion is that the longer the fish marketing distribution channel tends to be more expensive than the short marketing channel. However, you need to know that the application of marketing channels, both long and short, is influenced by the characteristics of the product being marketed.
