ANALYSIS OF MARKETING OF RED SNAPPER FISH (Lutjanus sp) IN THE TRADITIONAL MARKET OF LARANTUKA CITY OF EAST FLORES REGENCY
Marketing has an important role in an economic system through product distribution chain connecting producers and final consumers. Marketing system will influence product purchasing especially in the matter of type, position and market segmentation. Red snapper fish is the main commodity in East Flores Regency besides tuna, skipjack tuna, and sardines. The research questions are: (1) is the marketing of red snapper fish in the traditional market of Larantuka able to give information for marketing organization in market segmentation and the position toward the choice? (2) Does direct marketing in the traditional market of Larantuka influence consumers to re-purchase the same red snapper fish or trend to buy the same product in the future? Method applied to this research is the survey. Data are analyzed using a descriptive method, market margin and farmer's share. The result reveals that the type 1 market (fishermen and consumers) is the fastest and the cheapest while the highest marketing margin is Rp 30.000, -. The highest farmer's share analysis is 62.5% in the type 1 channel. It is concluded that the highly qualified red snapper fish is available for restaurants, food shops, and hotels. The type 1 marketing will influence consumers' interested in the consumption of fish and fish.