Dampak Pandemi Covid-19 Terhadap Aktivitas Pemasaran Ikan di Pelelangan Ikan Palabuhanratu

Abstract

Pandemi covid-19 menyebabkan terbatasnya kegiatan di tengah masyarakat dan hal tersebut diduga akan berdampak pada kegiatan pemasaran di Tempat Pelelangan Ikan (TPI) Palabuhanratu. Tujuan penelitian ini adalah mengidentifikasi dampak covid-19 terhadap aktivitas pemasaran ikan di TPI Palabuhanratu, membandingkan keuntungan pedagang ikan pada saat sebelum covid-19 dengan saat pandemi covid-19 dan merekomendasikan strategi untuk mengatasi dampak covid-19 terhadap aktivitas pemasaran ikan di TPI Palabuhanratu. Penelitian ini menggunakan metode studi kasus. Teknik pengambilan data untuk tujuan pertama dan kedua menggunakan metode accidental sampling serta tujuan ketiga menggunakan metode purposive sampling. Analisis data terdiri dari analisis deskriptif metode skoring, analisis keuntungan usaha, dan matriks SWOT. Hasil penelitian menunjukkan bahwa berdasarkan persepsi responden, terjadi beberapa perubahan aktivitas pemasaran ikan pada saat pandemi seperti menurunnya jumlah konsumen, harga jual ikan menurun, pendapatan pedagang menurun, serta menurunnya jumlah ikan yang dijual. Keuntungan pedagang mengalami penurunan hingga 50% yang berpengaruh terhadap biaya usaha dan total penerimaan para pedagang. Strategi dalam mengatasi dampak pandemi covid-19 terhadap aktivitas pemasaran ikan di TPI Palabuhanratu ialah penguatan sistem lelang, peningkatan fasilitas pendistribusian hasil tangkapan ke industri maupun pasar diluar daerah TPI, menyediakan layanan internet dan sosisalisasi digital marketing kepada para pedagang, menambah cold storage, dan melakukan sistem resi gudang ikan.

Covid-19 pandemic caused limited activities in public and it is expected to have an impact on marketing activities at the Palabuhanratu Fish Auction (TPI). The purpose of this research are to identify the impact of covid-19 on fish marketing activities at TPI Palabuhanratu, compare the profits of fish traders in the time before covid-19 with during the covid-19 pandemic and recommend strategies to overcome the impact of covid-19 on fish marketing activities in TPI Palabuhanratu. This research use case study methods. Data collection techniques for the first and second purpose use accidental sampling methods as well as for the third-purpose using purposive sampling methods. Data analysis consists of descriptive analysis of scoring methods, profit analysis, and SWOT matrix. Result showed that based on respondents perception there were several changes in fish marketing activities during the pandemic such as declining consumer numbers, declining fish selling prices, declining merchant income, and decreasing the number of fish sold. Traders profits decreased by up to 50% which affects business costs and total acceptance of traders. Strategies in overcoming the impact of the covid-19 pandemic on fish marketing activities in TPI Palabuhanratu are strengthening the auction system, improving the distribution of catch facilities to industries and markets outside the TPI area, providing internet services and digital marketing socialization to traders, adding cold storage, and conducting fish warehouse receipt systems.