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Strategi Pemasaran Bakso Ikan Tuna (Studi Kasus Pada Kelempok Cahaya Nur Di Kelurahan Sodohoa Kecamatan Kendari Barat Kota Kendari)

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Strategi Pemasaran Bakso Ikan Tuna (Studi Kasus Pada Kelempok Cahaya Nur Di Kelurahan Sodohoa Kecamatan Kendari Barat Kota Kendari) STRATEGI PEMASARAN BAKSO IKAN TUNA (STUDI KASUS PADA KELEMPOK CAHAYA NUR DI KELURAHAN SODOHOA KECAMATAN KENDARI BARAT KOTA KENDARI) Marketing Strategy of Tuna Fish Ball in Sodohoa Village, West kendari District, Kendari (Case Study in Kelompok Cahaya Nur) Faija1, Nurdiana2 dan Sjamsu Alam Lawelle2 1) Mahasiswa Jurusan/Program Studi Agribisnis Perikanan FPIK UHO 2) Dosen Jurusan Agribisnis /Program Studi Agribisnis Perikanan FPIK UHO E-mail : [email protected] ABSTRAK Penelitian ini dilaksanakan pada bulan Oktober-November 2017. Tujuan dari penelitian ini adalah untuk mengetahui strategi pemasaran bakso ikan tuna pada Kelompok Cahaya Nur Kelurahan Sodohoa Kecamatan Kendari Barat Kota Kendari. Penelitian ini merupakan studi kasus. Data yang dikumpulkan dalam penelitian yaitu data primer mulai dari proses produksi sampai dengan pemasaran produk. Data tersebut diperoleh melalui wawancara dan dokumentasi. Data yang dikumpulkan yaitu: a) kekuatan (tenaga kerja terampil, harga produk, kualitas produk, memiliki pelanggan tetap), b) kelemahan (wilayah distribusi masih terbatas, belum memiliki label kemasan, minimnya pemanfaatan internet, minimnya kegiatan promosi), c) peluang (dekat dengan bahan baku, adanya dukungan dari pihak pemerintah, meningkatnya permintaan konsumen, keperluan tenaga kerja tercukupi), d) acaman (perubahan cuaca, pesaing usaha sejenis, perubahan selera konsumen, kenaikan harga BBM). Data yang diperoleh dianalisis dengan menggunakan analisis SWOT. Hasil analisis diketahui bahwa strategi pemasaran bakso ikan tuna yang dilakukan oleh Kelompok Cahaya Nur adalah meningkatkan tenaga kerja terampil dengan memanfaatkan dukungan pemerintah, memaksimalkan harga dan kualitas produk dengan memanfaatkan permintaan konsumen, meningkatkan kegiatan promosi dengan menggunakan media sosial yang dikenal masyarakat, menambah saluran distribusi dengan memanfaatkan permintaan konsumen, mempertahankan harga jual produk agar bisa bersaing, melakukan promosi ditempat umum, menciptakan produk baru sehingga konsumen memiliki banyak pilihan, dan dapat bersaing dengan usaha sejenis. Kata kunci : Strategi Pemasaran, Bakso Ikan Tuna, Analisis SWOT ABSTRACT This study was carriedout in October - November 2017. The aim of study was to know marketing strategy of tuna fish ball. Data collected in this study was production process up to marketing of product. Thise data was obtained through interview and documentation. Data of strength collected was skill labour, product price, product quality, permanent customers, while data of weakness collected was limitation of product distribution, no packaging label, limitation of internet use, and minimal of promotion activity. Data of opportunity gathered was raw material availability, government support, high demand, and labour availability. Threatened of this trade was identified namely climate change, competition of similar trade, consumen taste change, gassoline price increase. All those data were grouped and analysed using SWOT analysis. The results of analysis showed that marketing strategy of tuna fish ball in Kelompok Cahaya Nur is increasing skill labour with use government support, maximize price and product quality with use consumen demand, increasing promotion activity with use social media known by people, adding distribution channel with use consumen demand, retaining product sale price in order to compete with other traders, providing promotion in public place, providing new product to allow consumen select the best one, and may compete with similar trade. Keywords: Marketing strategy, Tuna fish ball, SWOT analysis J. Sosial Ekonomi Perikanan FPIK UHO, ISSN 2502-664X: 4(4) November 2019 247 Faija, et. al - Strategi Pemasaran Bakso Ikan Tuna (Studi Kasus pada Kelompok Cahaya Nur…. PENDAHULUAN Kelompok Cahaya Nur merupakan salah satu kelompok pengolahan bakso ikan Indonesia mempunyai sumberdaya ikan tuna di Kelurahan Sodohoa Kecamatan yang berpotensi dari segi jumlah dan Kendari Barat Kota Kendari. Kelompok jenisnya. Salah satu sumber hayati laut Cahaya Nur mulai beroperasi sejak di Indonesia adalah perikanan tuna yang Tahun 2007 sampai sekarang. memiliki nilai ekonomis cukup tinggi sehingga tuna dapat dijadikan salah satu Rumusan masalah dari penelitian ini andalan ekspor non migas dari sektor adalah bagaimana strategi pemasaran perikanan. Sumber daya ikan tuna yang bakso ikan tuna pada Kelompok Cahaya memiliki nilai ekonomis penting, banyak Nur di Kelurahan Sodohoa Kecamatan tersebar hampir diseluruh wilayah Kendari Barat Kota Kendari. perairan Indonesia. Nilai ekonomis yang dimiliki ikan tuna menjadikannya Tujuan dari penelitian ini adalah untuk sebagai salah satu komoditas utama dari mengetahui strategi pemasaran bakso sub sektor perikanan yang berguna untuk ikan tuna pada Kelompok Cahaya Nur di konsumsi ikan skala lokal maupun Kelurahan Sodohoa Kecamatan Kendari ekspor (DKP, 2005). Barat Kota Kendari. Strategi pemasaran merupakan suatu METODE PENELITIAN rencana atau kegiatan yang akan dilakukan untuk memasarkan suatu Penelitian ini dilaksanakan pada bulan produk sehingga memiliki target dan Oktober-November, 2017 bertempat di sasaran untuk mencapai tujuan Kelompok Cahaya Nur di Kelurahan pemasaran dalam suatu usaha. Dalam Sodohoa Kecamatan Kendari Barat Kota menghadapi persaingan yang tidak Kendari. Pemilihan lokasi dilakukan menetap dan selalu berubah-ubah dari secara purposive karena merupakan waktu ke waktu dalam tingkat per- salah satu tempat pengusaha bakso ikan saingan didalam lingkungan masyarakat, tuna di Kota Kendari. strategi pemasaran para pengusaha bakso ikan tuna di Kota Kendari dapat dikatakan beragam atau berbeda-beda Metode yang digunakan dalam untuk setiap usahanya, walaupun berada penelitian ini adalah studi kasus (case di daerah yang sama (Kelurahan study). Studi kasus yaitu metode dimana Sodohoa Kecamatan Kendari Barat Kota penelitian dilakukan terhadap satu aspek Kendari). tertentu yang telah ditentukan. Hasil penelitian yang diperoleh dengan metode Usaha pengolahan bakso ikan tuna ini tidak dapat digeneralisasikan, tetapi merupakan pemanfaatan produk perika- merupakan nilai khusus dari penelitian nan yang mengolah hasil tangkap ikan itu sendiri. Teknik pengumpulan data tuna menjadi olahan bakso ikan yang yang dilakukan dalam penelitian ini bernilai tinggi serta meningkatkan pula yaitu teknik wawancara dengan pemilik manfaatnya. Bakso ikan tuna banyak usaha, karyawan dan responden bakso diminati oleh masyarakat, karena memi- ikan tuna pada Kelompok Cahaya Nur liki cita rasa yang lezat. Pemasaran dengan menggunakan daftar pertanyaan bakso ikan tuna harus memperhatikan (kuisioner) dan angket serta mengikuti tempat yang strategis, yang bisa proses pengolahan sampai dengan dijangkau oleh masyarakat dan menye- pemasaran. Jenis data yang dipakai diakan produk yang berkualitas. dalam penelitian ini merupakan jenis 248 http://ojs.uho.ac.id/index.php/JSEP Faija, et. al - Strategi Pemasaran Bakso Ikan Tuna (Studi Kasus pada Kelompok Cahaya Nur…. data kualitatif dan data kuantitatif a. Strategi SO dimana data kualitatif merupakan data Strategi ini dibuat berdasarkan jalan yang berupa kata-kata, sedangkan data pikiran organisasi, yaitu dengan kuantitatif merupakan data yang berupa memanfaatkan seluruh kekuatan untuk angka-angka. merebut dan memanfaatkan peluang sebesar-besarnya. Pengumpulan data yang digunakan dalam penelitian ini adalah melalui b. Strategi ST observasi atau pengamatan. Dalam teknik pengamatan, peneliti melakukan Strategi dalam menggunakan kekuatan pengamatan dan pencatatan yang yang dimiliki organisasi untuk mengatasi sistematik terhadap subyek penelitian. ancaman. Sedangkan jenis data yang dipakai dalam penelitian ini yaitu jenis data kualitatif. c. Strategi WO Data kualitatif adalah data yang Strategi ini didasarkan pada pemanfaatan berbentuk kata-kata, skema, dan gambar peluang yang ada dengan cara (Sugiyono, 2014). meminimalkan kelemahan yang ada. Sumber data dalam penelitian ini yaitu d. Strategi WT data primer dan data sekunder. Data primer diperoleh melalui wawancara Strategi ini didasarkan pada kegiatan langsung dengan pengusaha pengolahan yang bersifat definitif dan berusaha bakso ikan tuna di Kelompok Cahaya meminimalkan kelemahan yang ada Nur, sedangkan data sekunder serta menghidari ancaman. merupakan data penunjang yang diperoleh dari studi kepustakaan yang Untuk memudahkan analisis dengan berasal dari berbagai sumber baik dari pendekatan SWOT, dapat menentukan buku, laporan, jurnal, hasil penelitian, faktor internal dan faktor eksternal. Data Badan Pusat Statistik, Dinas Kelautan internal diperoleh dari dalam perusahaan dan Perikanan, Kementrian Kelautan dan seperti laporan sumber daya manusia, Perikanan. laporan kegiatan operasional, dan laporan kegiatan pemasaran, sedangkan Metode analisis yang digunakan dalam faktor eksternalnya data diperoleh dari penelitian ini adalah analisis SWOT lingkungan luar perusahaan, seperti mengidentifikasi berbagai faktor secara konsumen, pemasok, perbankan, produk sistematis untuk merumuskan pemasaran subsidi, pesaing sejenis dan analisis (Rangkuti, 2009). kepentingan tertentu. Tabel 1. Analisis faktor internal dan faktor eksternal Faktor internal Bobot Rating Skor Kekuatan Kelemahan Total 1.00 Faktoreksternal Bobot Rating Skor Peluang Ancaman Total 1.00 sumber: Rangkuti, 2005 J. Sosial Ekonomi Perikanan FPIK UHO, ISSN 2502-664X: 4(4) November 2019 249 Faija, et. al - Strategi Pemasaran Bakso Ikan Tuna (Studi Kasus pada Kelompok Cahaya Nur…. Faktor internal: konsumen. Kualitas suatu produk sangat a. Bobot:
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