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| Illustration by Ai |
Mamuju — Marketing of skipjack tuna (Euthynnus affinis) at the Kasiwa Fish Landing and Management Base (PPI) in Mamuju Regency, West Sulawesi, has been analyzed by Masrendi, Kamaruddin, Hardianti Nur, Femiliani Novitasari, and Widya Utami from Muhammadiyah University of Mamuju. Conducted from April to June 2026, the field study identified two marketing channels for skipjack tuna and found that the direct channel from fishermen to consumers had a lower marketing efficiency index and provided fishermen with a larger share of the final consumer price.
The finding is important because
high fish production does not necessarily translate directly into improved
welfare for fishermen. Their bargaining position can become weaker when catches
pass through several marketing institutions before reaching consumers.
Skipjack tuna is an economically
important pelagic fish commodity. In the distribution process, differences
between prices received by fishermen and prices paid by consumers are
influenced by marketing costs, the number of intermediaries, marketing margins,
and profits earned by each institution involved.
PPI Kasiwa is one of the landing
and trading centers for fish catches in Mamuju Regency. Fish landed at the
facility can be distributed through different marketing structures. Each
additional marketing institution can contribute operational costs, including
ice, containers, retribution, labor, and transportation.
The issue is particularly
relevant because fish is a highly perishable commodity. Maintaining quality
through appropriate handling and cold-chain facilities can affect the value of
fish throughout the distribution process.
Two Skipjack Tuna Marketing
Channels
Masrendi and his colleagues used
a descriptive quantitative approach with a survey method. The study involved 30
respondents: 10 fishermen, 10 traders, and 10 end consumers.
The researchers collected data
through observations of fish landing and trading activities, structured
interviews concerning purchase and selling prices and marketing costs, and
transaction documentation. The data were then analyzed using marketing costs,
marketing margins, marketing institution profits, fishermen's share, and the
marketing efficiency index.
The study identified two
marketing channels:
Channel I: Fishermen →
Consumers
Channel II: Fishermen →
Collectors → Retailers → Consumers
In Channel I, fishermen sold
skipjack tuna directly to consumers around the landing area. Channel II
involved two intermediaries: collector traders and retailers.
The difference in the number of
marketing institutions resulted in substantial differences in marketing costs
and final prices.
Direct Sales Give Fishermen a
Larger Share
In Channel I, fishermen sold
skipjack tuna for Rp15,000 per kilogram, while consumers paid Rp17,000
per kilogram. The resulting marketing margin was Rp2,000 per kilogram.
Marketing costs in this channel
totaled Rp1,500 per kilogram. These costs consisted of ice at Rp400,
containers or bags at Rp200, retribution at Rp200, labor at Rp400, and
transportation at Rp300 per kilogram.
After marketing costs were
deducted, the marketing profit was Rp500 per kilogram. Meanwhile, the
fishermen's share of the consumer price reached 88.24 percent.
The marketing efficiency index
for Channel I was 8.82 percent.
The figure indicates that a large
proportion of the price paid by consumers remained attributable to the
fishermen because the distribution chain involved only the producer and the
final consumer.
The situation was different in
Channel II. Fish was purchased from fishermen at Rp15,000 per kilogram,
then sold by collector traders for Rp20,000 per kilogram. Retailers
subsequently sold the fish to consumers for Rp25,000 per kilogram.
The total marketing margin in
this channel reached Rp10,000 per kilogram. The collector's margin was
Rp5,000 per kilogram, while the retailer's margin was also Rp5,000 per
kilogram.
Total marketing costs in Channel
II reached Rp6,450 per kilogram. Collector traders incurred Rp3,450 per
kilogram in costs, while retailers incurred Rp3,000 per kilogram.
After accounting for marketing
costs, the total profit of the marketing institutions reached Rp3,550 per
kilogram. Collector traders earned Rp1,550 per kilogram, while retailers
earned Rp2,000 per kilogram.
The fishermen's share fell to 60
percent, while the marketing efficiency index increased to 25.80 percent.
Both Channels Were Considered
Efficient
The researchers reported that
both marketing channels were categorized as efficient based on their respective
efficiency values. However, there was a clear difference in costs and the share
of the final price received by fishermen.
Channel I recorded a marketing
efficiency index of 8.82 percent, compared with 25.80 percent for
Channel II. Channel I also provided a higher fishermen's share, at 88.24
percent, compared with 60 percent in Channel II.
According to Masrendi,
Kamaruddin, Hardianti Nur, Femiliani Novitasari, and Widya Utami of
Muhammadiyah University of Mamuju, the shorter marketing structure was an
important factor behind the efficiency observed in Channel I.
When fish moves directly from
fishermen to consumers, the distribution process involves fewer additional
costs and fewer price differences generated by intermediaries.
The findings also illustrate how
the length of a marketing chain can affect the distribution of economic value
among fishermen, traders, and consumers. In a longer chain, the operational
costs incurred by each marketing institution become part of the final fish
price.
Stronger Fishermen's
Institutions and Infrastructure Needed
The findings can provide useful
information for fishermen and fisheries stakeholders in Mamuju when developing
a more efficient fisheries trading system.
The researchers recommend
shortening the marketing chain and strengthening fishermen's institutions,
including fishermen's groups and cooperatives. Stronger institutions could help
improve fishermen's bargaining position when selling their catches.
Local government support is also
considered important, particularly through the provision of cold-chain
facilities, improvements to PPI Kasiwa infrastructure, and measures to support
price stability.
For consumers, a shorter
marketing chain can provide a clearer connection between prices at the
fishermen level and the prices paid at the final market. For businesses,
improving distribution efficiency can help control marketing costs while
maintaining fish quality.
The researchers also recommend
that future studies involve more respondents and longer observation periods. A
broader dataset could provide a more comprehensive picture of skipjack tuna
marketing efficiency in Mamuju and support wider application of the findings.
Author Profile
The journal article was written
by Masrendi, Kamaruddin, Hardianti Nur, Femiliani Novitasari, and Widya
Utami, all affiliated with Muhammadiyah University of Mamuju.
Their study focuses on issues
related to fisheries product marketing, marketing efficiency, marketing
margins, catch distribution, and fishermen's economics. The source article
does not provide individual academic degrees or detailed fields of expertise
for each author, so those details are not added here.
Research Source
Article Title: Marketing
Efficiency of Tongkol Fish (Euthynnus Affinis) at the Kasiwa Landing and Fish
Management Base (PPI), Mamuju Regency
Authors: Masrendi,
Kamaruddin, Hardianti Nur, Femiliani Novitasari, Widya Utami
Affiliation: Muhammadiyah
University of Mamuju
Journal: International
Journal of Applied and Advanced Multidisciplinary Research (IJAAMR)
Volume/Issue: Vol. 4, No.
8, 2026
Pages: 757–764
Publication Year: 2026
DOI:
10.59890/ijaamr.v4i8.302
Official Journal URL:
nvlmultitechpublisher.my.id/index.php/ijaamr/index
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