ANALYSIS OF THE MARKETING OF LAYANG FISH (Decapterus russelli) CATCH IN TALISAYAN VILLAGE, TALISAYAN SUBDISTRICT, BERAU REGENCY

Abstract

The layang fishery sector (Decapterus russelli) has significant potential and high economic value; however, there is inefficient price instability within the marketing channels, resulting in uneven profit distribution. This study aims to analyze the marketing channels, marketing margins, and marketing efficiency of flying fish in Talisayan Village, Talisayan District, Berau Regency. The data analysis includes marketing channel analysis, marketing margin calculation, and marketing efficiency evaluation using Shepherd’s method and the Acharya and Aggrawal method. The results indicate two marketing channels: Channel I (Fishermen - collector traders - consumers) with marketing costs of IDR 638/kg, a selling price of IDR 15,000/kg, and a marketing margin of IDR 7,000/kg; and Channel II with marketing costs of IDR 1,647/kg, a selling price of IDR 23,000/kg, and a marketing margin of IDR 15,000/kg. Efficiency analysis using Shepherd’s method reveals that Channel I is more efficient (22.5%) than Channel II (12.9%). Similar findings were obtained from the Acharya and Aggrawal method, where Channel I showed an efficiency of 1.05%, higher than Channel II’s 0.48%. The shorter marketing channel, Channel I (Fishermen - collector traders - consumers), is proven to be more efficient and provides greater income to fishermen compared to Channel II, which involves two intermediaries.