IDENTIFIKASI HARGA RAGAM JENIS IKAN SEGAR DAN POLA

PEMASARAN PEDAGANG BESAR DI PUSAT PERBELANJAAN

SEKUMPUL (PPS) JALAN MENTRI 4 MARTAPURA

KABUPATEN BANJAR PROVINSI KALIMANTAN SELATAN

THE PRICE IDENTIFICATION OF FRESH FISH VARIETY AND

MARKETING PATTERN OF WHOLESALER ON THE PUSAT

PERBELANJAAN SEKUMPUL (PPS) MENTERI EMPAT MARTAPURA

STREET

Noriani Azizah1), Prof. Dr. Ir. Hj. Emmy Sri Mahreda MP2) , Tri Dekayanti

S.Pi, MP3)

Mahasiswa Agrobisnis Perikanan Fakultas Perikanan dan Kelautan1)

(Email: Jigoyaw23@gmail.com)

Ketua Pembimbing2) , Anggota Pembimbing3)

Fakultas Perikanan Universitas Lambung Mangkurat

ABSTRAK

Penelitian ini bertujuan untuk mengetahui ragam jenis ikan, menganalisis

saluran pemasaran pedagang besar, serta menganalisis besar bagian harga

farmer’s share (Fs) di Pusat Perbelanjaan Sekumpul (PPS) Jalan Menteri 4

Martapura Kabupaten Banjar Provinsi Kalimantan Selatan. Subjek penelitian ini

adalah pedagang besar dan objeknya ikan. Metode yang digunakan adalah metode

penelitian gabungan kuantitatif-kualitatif, dengan teknik observasi, survey,

wawancara dan snowball sampling. Analisis data menggunakan farmer’s share. Hasil penelitian ini yaitu ragam jenis ikan yang di jual oleh pedagang besar PPS

jalan Menteri 4 Martapura terdapat 15 jenis ikan air tawar yaitu; Haruan, Toman,

Papuyu, Sepat Siam, Limbat, Pintet, Lunjar Padi, Beloncah, Motan, Patin, Sepat

Rawa, Tambakan, Mas, Nila dan Tengadak. 11 jenis ikan laut yaitu; Selar Kuning,

Kuniran, Kurisi, Cumi, Selangat, Sarden, Bandeng, Ikan Layang, Udang Vaname,

Udang Ende dan Udang Windu. Jumlah ikan air tawar terjual adalah 8.253kg/hari

dan ikan laut 3.317kg/hari. Harga beli dan harga jual pedagang besar bervariasi

tergantung dari lokasi produsen. Saluran pemasaran ikan dari pedagang besar ikan

di PPS jalan Menteri 4 Martapura melalui 2 pola. Pola pertama sebesar 78,9%

dikarenakan adanya ikatan kerjasama/langganan dari produsen-pedagang besar- pengeser. Pola kedua hanya sebesar 21,05% . Besar bagian harga yang didapatkan

oleh produsen per jenis ikan adalah 80,6 % atau lebih dari 50 %, sehingga

dikatakan layak di tingkat produsen dan prospek usaha ini dapat diteruskan lagi.

Nilai Fs tertinggi pada jenis ikan air tawar yaitu ikan Mas dengan nilai Fs sebesar

96,6% dan ikan air laut yang tertinggi adalah Udang Geragai dengan nilai Fs

94,6%.

Kata Kunci: Harga, Identifikasi, Pedagang Besar, Martapura.

ABSTRACT

The aim of the research is to know the variety of fish, price, To analyze

marketing channel of whole sallers and to analyze farmer’s share (Fs) in Pusat

Perbelanjaan Sekumpul (PPS) Menteri 4 Martapura street, Banjar district

Kalimantan Selatan. The subject of this research were wholesalers and the object

of the research were fishes. The method that used in this research were

combination of quantitative and qualitative research methods, the technique used

were observing, survey, interviewing and snowball sampling. The analysis of the

data that used was farmer share. The result of the research is the variety of fishes

that sold by wholesalers in PPS Jalan Menteri 4 Martapura there were 15

varieties of fresh fishes which they are Haruan, Toman, Papuyu, Sepat Siam,

Limbet, Pintet, Lunjar Padi, Beloncah, Motan, Patin, Sepat Rawa, Tambakan,

Mas, Nila, and Tengadak; and 11 varieties of sea fishes which they are Selar

Kuning, Kuniran, Kurisi, Cumi, Selangat, Sarden, Bandeng, Ikan Layang, Udang

Vaname, Udang Ende, and Udang Windu. The number of fresh fishes that sold

was 8.253 kilograms a day and sea fishes was 3.317 kilograms a day. Purchasing

price and selling price on the wholesalers were different depend on how far the

location of the suppliers. Marketing channel of the fishes from the wholesaler in

PPS Jalan Menteri 4 Martapura cross 2 patterns. First pattern was 78.9 %. It

happened because there were customers’ commitment from supplayers – whole

sallers – resellers.The second reaches 21.05 %. Farmer’s share obtained by the

suppliers in every variety of fish was 80.6% or in the other words, it was more

than 50%. So it can concluded that it was appropriate in the suppliers level and

prospect of this bussiness can be continued for a long term. The highest values of

Fs on the kind of fresh fishes there were called Ikan Mas with the value of Fs was

96.6% and in the sea fish level, the highest value obtained by Udang Geragai with

value of Fs was 94.6%.

Keywords: Price, Identification, The Wholesalers, Martapura