ManuScript Details
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Paper Id:
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IJARW3077
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Title:
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MARKETING CHARACTERISTICS AND VALUE-ADDED ANALYSIS OF PROCESSED FISHERY PRODUCTS IN SMES: A CASE STUDY OF PANGANDARAN, WEST JAVA, INDONESIA
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| Published in: |
International Journal Of All Research Writings |
| Publisher: |
IJARW |
| ISSN: |
2582-1008 |
| Volume / Issue: |
Volume 7 Issue 11 |
| Pages: |
12
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| Published On: |
5/23/2026 5:02:36 AM (MM/dd/yyyy) |
Main Author Details
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Name:
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Suci Galuh Rahayu |
| Institute: |
Department of Tropical Marine Science, Universitas Padjadjaran |
Co - Author Details
| Author Name |
Author Institute |
| Luna Audia |
Departemen Ilmu Kelautan Tropis Universitas Padjadjaran |
| Atina Tri Hapsari |
Departemen Ilmu Kelautan Tropis Universitas Padjadjaran |
| Chintya Maharani Gunawan |
Departemen Ilmu Kelautan Tropis Universitas Padjadjaran |
| Junianto |
Fakultas Perikanan dan Ilmu Kelautan Universitas Padjadjaran |
Abstract
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Research Area:
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Business and Marketing |
| KeyWord: |
Fisheries SMEs, value-added analysis, Hayami method, marketing strategy, processed fishery products, Pangandaran |
| Abstract: |
Fisheries product processing SMEs play a crucial role in enhancing the value added and competitiveness of fisheries products. This study aims to analyze the marketing characteristics and value added of processed fisheries products among SMEs in Pangandaran, West Java. The study employed a quantitative descriptive method, collecting data through observation, interviews, and documentation from four SMEs producing fish crackers, fish floss, salted jambal roti fish, and processed seaweed. Results indicate that market segmentation encompasses geographical, demographic, psychographic, and behavioral aspects. Competition varies from low to moderate depending on product uniqueness, while pricing is generally cost-based and promotional strategies are transitioning from traditional to digital approaches. Value-added analysis using the Hayami method shows that all four SMEs generate positive value added: Ulva-Q Seaweed achieves the highest value-added ratio (89.39%), Ulva-Q Seaweed records the highest absolute profit (Rp 623,875/kg), Bu Encum Fish Floss achieves the highest entrepreneur’s profit margin (86.67%), and Padasuka Crackers demonstrates the highest labor share (33.33%). These findings indicate that product innovation, digital marketing adoption, and effective value-added strategies are important for improving the competitiveness and sustainability of fisheries SMEs in Pangandaran. |
Citations
Copy and paste a formatted citation or use one of the links to import into a bibliography manager and reference.
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IEEE
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Suci Galuh Rahayu, Luna Audia, Atina Tri Hapsari, Chintya Maharani Gunawan, Junianto, "MARKETING CHARACTERISTICS AND VALUE-ADDED ANALYSIS OF PROCESSED FISHERY PRODUCTS IN SMES: A CASE STUDY OF PANGANDARAN, WEST JAVA, INDONESIA", International Journal Of All Research Writings,
vol. 7, no. 11, pp. 376-387, 2026.
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MLA
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Suci Galuh Rahayu, Luna Audia, Atina Tri Hapsari, Chintya Maharani Gunawan, Junianto "MARKETING CHARACTERISTICS AND VALUE-ADDED ANALYSIS OF PROCESSED FISHERY PRODUCTS IN SMES: A CASE STUDY OF PANGANDARAN, WEST JAVA, INDONESIA." International Journal Of All Research Writings,
vol 7, no. 11, 2026, pp. 376-387.
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APA
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Suci Galuh Rahayu, Luna Audia, Atina Tri Hapsari, Chintya Maharani Gunawan, Junianto (2026). MARKETING CHARACTERISTICS AND VALUE-ADDED ANALYSIS OF PROCESSED FISHERY PRODUCTS IN SMES: A CASE STUDY OF PANGANDARAN, WEST JAVA, INDONESIA. International Journal Of All Research Writings,
7(11), 376-387.
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MARKETING CHARACTERISTICS AND VALUE-ADDED ANALYSIS OF PROCESSED FISHERY PRODUCTS IN SMES: A CASE STUDY OF PANGANDARAN, WEST JAVA, INDONESIA
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Last downloaded on 23/05/2026
MARKETING CHARACTERISTICS AND VALUE-ADDED ANALYSIS OF PROCESSED FISHERY PRODUCTS IN SMES: A CASE STUDY OF PANGANDARAN, WEST JAVA, INDONESIA
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