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Salt Marketing Strategy in East Lombok Regency, West Nusa Tenggara

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Salt Marketing Strategy in East Lombok Regency, West Nusa Tenggara Journal of Aquaculture and Fish Health Vol. 10(1) - February 2021 DOI : 10.20473/jafh.v10i1.22222 Salt Marketing Strategy in East Lombok Regency, West Nusa Tenggara Mohammad Subhan1*, Prawita Anggeni2 and Sirrul Hayati3 1Study Program of Fisheries Resource Utilization, Universitas Gunung Rinjani, Jalan Mataram-Lb. Lombok KM 50 Selong, 83651, Indonesia 2 Study Program of Fisheries Resource Utilization, Faculty of Fisheries, Universitas Gunung Rinjani, Jalan Mataram-Lb. Lombok KM 50 Selong, 83651, Indonesia 3Study Program of Accounting, Faulty of Economics, Universitas Gunung Rinjani, Jalan Mataram-Lb. Lombok KM 50 Selong, 83651, Indonesia *Correspondence : Abstract [email protected] Marketing is the main problem felt by salt farmers in East Received : 2020-09-24 Lombok Regency, especially during the harvest season, which Accepted : 2020-12-01 has an impact on the conversion of the salt pond area to cultivation media. This research aims to: 1) identify salt Keywords : marketing channels in East Lombok Regency, and 2) develop Strategy, Marketing, Salt salt marketing strategies in East Lombok Regency. This research used qualitative methods and the data were analyzed using SWOT analysis. Efficient salt marketing occurs when the marketing channels include producers (salt farmers)- cooperatives/Micro, Small Medium Enterprises (MSMEs)- consumers because it can shorten the marketing channels and reduce operational costs. Salt marketing East Lombok Regency can be carried out through several strategies, namely: 1) Maximizing the role of cooperatives and MSMEs in salt marketing, 2) Improving the quality of human resources in managing the salt business, 3) Formulating regulations on buying and selling salt, and 4) Providing production technology training to salt farmers and salt MSMEs. INTRODUCTION Salt is a national strategic non-pond salt production. The production commodity for the fulfillment of food and of salt in West Nusa Tenggara Province nutrition as well as an industrial (NTB) was 91,093,398 kg (8.92% of the ingredient. In addition, salt production national salt production) consisting of has been a job opportunity for the 90,755,205 kg of pond salt and 338,193 community. Unfortunately, Indonesia has kg of non-pond salt. Moreover, East not been able to meet its own salt needs, Lombok Regency salt production was especially Industrial salt (Salim and 4,183,851 Kg, with the amount of Munadi, 2016). production amount being in the second Salt production in Indonesia is place after Bima Regency with salt carried out using pond and non-pond production in 2017 of 80,470,372 kg media. National salt production in 2017 (Ministry of Marine Affairs and Fisheries, was 1,020,925,262 kg consisting of 2018). Salt production in East Lombok 1,002,294,503 kg (98.18%) of pond salt Regency, West Nusa Tenggara Province in production and 18,630,759 kg (1.82%) of 2019 was 9,386.15 tons with an average Subhan et al. (2021) 95 Journal of Aquaculture and Fish Health Vol. 10(1) - February 2021 DOI : 10.20473/jafh.v10i1.22222 price of Rp. 400/kg. Meanwhile, the Research Design accumulated stock for the current year is Primary data were collected using 9,618.69 tons (Department of Marine interview techniques, questionnaires and Affairs and Fisheries, 2020). documentation, while secondary data Salt production in East Lombok were obtained through relevant literature Regency is carried out during the dry studies. Data collection was carried out season, ranging from June to November using interview techniques, questionnaires every year. Based on field observations, and documentation. Respondents were several salt pond areas have been determined using a probability sampling converted into fish and shrimp cultivation method. Utama (2016) stated that areas. Salt production in the previous year probability sampling is a sampling and the current year are not technique that provides the same accommodated in the warehouse, so salt possibility for each individual to be production is stored outside the sampled. The respondents in this study warehouse. This condition causes the were 63 people, consisting of 55 salt reluctance of the salt farming community farmers, 3 (three) offices/agencies in maximizing salt production, such as engaged in salt business, 1 observer/ reluctance to access innovative production activist in salt production, 3 people from technology. The problems faced by the salt BUMD/BUMN in East Lombok Regency. farming community at the research location are: 1) salt production is not sold Work Procedures out, 2) the presence of imported salt, 3) limited temporary storage, 4) relatively Work procedures in the low prices, and 5) uncertain prices. These implementation of this research included: marketing problems have resulted in the 1) Preparation which included efforts to convert the function of salt pond preparation of research proposals, area into cultivation media. preparation of research materials and Based on the conditions faced by the determination of work plans during salt farming community in East Lombok research activities; 2) Focused Group Regency, the researchers compiled the Discussion (FGD); 3) Supporting data problems that became the focus of this collection from various literature, 4) study, namely: 1) what is the marketing Interviews with stakeholders channel for the salt produced by the local (respondents) with questionnaire salt farming community in East Lombok guidance, 5) Evaluation meeting of data Regency, 2) what is the marketing strategy collection to find solutions to obstacles for the salt produced by the local farming encountered during the activity, 6) Data community in East Lombok Regency. analysis to formulate final recommendations/conclusions in research, 7) Evaluation meeting of data METHODOLOGY analysis to discuss the results of data Place and Time processing to determine conclusions/ The location of this study was recommendations, 8) Report preparation determined purposively, namely so to analyze some of the supporting data Pemongkong Village and Sekaroh Village, required in preparing the report. 9) Report Jerowaru District, East Lombok Regency, writing to compose a complete report on West Nusa Tenggara. the results of research following the stipulated writing system. 10) Evaluation Research Material of the final report to discuss the final The equipment used in this study report that follows the research content was a questionnaire, clipboard, ballpoint and scientific writing system and 11) pen, notebook, and camera. Publication in national accredited journals. https://e-journal.unair.ac.id/JAFH 96 Subhan et al. (2021) Journal of Aquaculture and Fish Health Vol. 10(1) - February 2021 DOI : 10.20473/jafh.v10i1.22222 Data Analysis Efficient salt marketing occurs when the Data analysis in this study used a marketing channels include producers SWOT analysis with a qualitative (salt farmers)-cooperatives/MSMEs- approach. The stages of the SWOT consumers because it can shorten the analysis were: 1) data inventory using marketing channels and reduce field observation techniques, interviews operational costs. and documentation, 2) tabulation of The price of public salt at the level data/information into a SWOT matrix of salt farmers during the 2015-2019 consisting of internal factors (strengths period was in the range of Rp. 400/kg up and weaknesses), external factors to Rp. 600/kg. The price of salt is (opportunities and challenges), 3) influenced by: the peak harvest season, formulation of alternatives of salt imported salt, the ability of salt farmer marketing strategy in East Lombok business management, the welfare level of Regency (Subhan et al., 2014). salt farmers, limited working capital, the Business development strategies availability of storage warehouses and the could be carried out by knowing internal absence of salt industrialization. Some factors (strengths and weaknesses) and solutions that can solve the problem of salt external factors (opportunities and marketing in East Lombok Regency challenges), which later would be include: compiling regulations to regulate analyzed using a SWOT analysis. A the distribution of imported salt, business can make maximum use of encouraging the entry of investors strengths and opportunities, make engaged in the salt business, salt price corrections to mistakes and face existing stability, increased capacity of salt farmers threats by formulating a good strategy that through training in the harvest and post- will advance a business (Tamara, A. harvest technology, and improvement of 2016). salt industrialization. The variables observed in this study: 1) Production of salt by salt producers in Salt Marketing Strategy in East East Lombok Regency, 2) Distribution, Lombok Regency namely the types of distribution channel Internal and external factors could for selling salt by salt farmers so that the be analyzed using the SWOT method to salt reaches consumers, 3) Stakeholder identify and determine the influence of information, namely, all ideas/opinions/ internal and external factors in a business respondents' ideas related to salt (Subaktilah et al., 2018). Internal factors marketing channels and marketing consist of factors that become the strategies, 4) SWOT matrix, which is a strengths and weaknesses in the salt matrix used to develop a marketing marketing in East Lombok Regency. strategy for salt production in East Meanwhile, external factors consist of Lombok Regency. opportunities and threats in the salt marketing strategy in East Lombok RESULTS AND DISCUSSION Regency.
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