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.