Analysis of Sales Marketing Margins and Marketing Efficiency of Gillnet Fisherman in Nusantara Fishery Port Palabuhanratu, Sukabumi

The marketing process of gillnet fishing catch sales in Palabuhanratu is not balanced. Gillnet fishing catch sales are not through auction due to the small catch. So that fishermen have no other way than to sell the catch to middlemen because of the consequences of capital borrowing. This study aims to determine marketing activities and marketing margins, costs and profits fisherman gillnets at the Palabuhanratu Nusantara Fishing Port, Sukabumi. This research was conducted from February 2022 to June 2022. The method used is a descriptive method with a case study approach. The types of data used is primary data by using a questionnaire. The sampling technique used in this research is snowball sampling. A snowball sampling technique is a step in selecting sources at the time in the field or based on previous informants' instructions so that researchers get complete and in-depth data. Based on the data analysis, The biggest cost are on channel II range from IDR 3.800- IDR 15.500 Followed by channel IV range from IDR 6.150- IDR 14.000 and the lowest is channel III range from IDR 3000- IDR 7.000. The higest profit is channel II range from IDR 8.200- IDR 17.970 and the lowest profit is channel III range from IDR 1.200- IDR 6.000. The marketing channel that has the smallest marketing margin and the largest share margin is channel type 3, with a margin value of between IDR. 10,000-IDR.5,000 with an average of IDR. 6,700,- and share margins ranging from 64.28% - 77.78% with an average of 71.6% followed by type 1 channels with marketing margins ranging from IDR.7,000-IDR.20,000 with an average of IDR.11,800, - and share margin ranging from 63.3% - 72% with an average of 67.28%.The results showed that there are 4 patterns of marketing channels, where the most efficient marketing channel is through channel type three followed by channel type one. However, it should be underlined that marketing efficiency is not only seen from marketing margins and share margins, although type 3 channel is the most efficient channel, but when viewed from the quality and freshness of fish, type 1 channel is better. To be able to increase the income of fishermen should process abundant fish products into frozen food so that it can be absorbed by the market. In addition, there is a need for government agencies that are able to fight for fishermen in obtaining capital and reactivating existing cooperatives.