Journal of Aquaculture and Fish Health Vol. 10(1) - February 2021 DOI : 10.20473/jafh.v10i1.22222

Salt Marketing Strategy in East ,

Mohammad Subhan1*, Prawita Anggeni2 and Sirrul Hayati3 1Study Program of Fisheries Resource Utilization, Universitas Gunung Rinjani, Jalan -Lb. Lombok KM 50 Selong, 83651, 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 , 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 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

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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. Marketing Channels in East Lombok Strengths : The extensive potential Regency for salt ponds, good road access, a The preparation of land or fish community-based salt production group, Marketing channels of salt in East Lombok East Lombok Regency government Regency consist of: 1) Producers (salt regulation Number 02 of 2011 concerning farmers) -Consumers, 2) Producers (Salt control of non-iodine salt circulation, the Farmers) - Collectors - Consumers, 3) high population of East Lombok Regency Producers (salt farmers) -Land Owners- (1,200,612 people), SNI salt. Collectors-Consumers and 4) Producers Weaknesses : Low quality of salt, (salt farmers) -Land Owners-Consumers. traditional technology, absence of salt https://e-journal.unair.ac.id/JAFH 97 Subhan et al. (2021) Journal of Aquaculture and Fish Health Vol. 10(1) - February 2021 DOI : 10.20473/jafh.v10i1.22222 industrialization, conventional sales, Threats : Extensification of salt uncertain prices, low human resources, ponds colliding with mangrove and limited temporary storage. management, imports of local and Opportunities : The existence of salt national salt, conversion in salt pond cooperatives, the existence of salt MSMEs, function into a cultivation media, the entry the existence of a prism greenhouse of salt packaged products from outside the technology, a national salt self-sufficiency region, “ijon” system (the creditor buys program, salt trading, a salt production rice from a farmer by paying for long technology (TUFG, Prism greenhouse) before the harvest), and unpredictable and a salt processing industry. weather.

Table 1. Internal and external factors of salt marketing strategy in East Lombok regency. Internal Factor Strengths (S) Weaknesses (W) 1. Extensive salt ponds 1. Low quality of salt 2. Good road access 2. Traditional technology 3. A community-based salt 3. Absence of salt production group industrialization 4. East Lombok Regency 4. Conventional sales government regulation 5. Unpredicted prices Number 02 of 2011 6. Low human resources concerning control of non- 7. Limited temporary storages External Factor iodine salt circulation 5. High population of East Lombok Regency (1,200,612 people) 6. SNI salt

Opportunities (O) SO Strategy WO Strategy 1. The existence of cooperatives Maximizing the role of Providing production and MSMEs cooperatives and MSMEs in salt technology trainings to salt 2. National salt self-sufficiency marketing (S3,S4,S5,S6,O1,O2, farmers and MSMEs. (W1,W2, program O3,O6) W3,W4,O1,O2,O3,O4,O5) 3. Salt trading 4. Salt production technology (TUFG, Prism greenhouse) 5. Salt processing industry

Threats (T) ST Strategy WT Strategy 1. Extensification of salt ponds Improving the quality of human Formulating regulations on colliding with mangrove resources in salt business buying and selling salt (W5,W6, management management (S1,S2,S3,T1,T3, W7,T2,T4,T5) 2. Imports of local and national T6) salt 3. Conversion in salt pond function into a cultivation media 4. The entry of salt packaged products from outside the region 5. ijon system 6. Unpredictable weather

The salt marketing strategies in East collection, 2) SWOT analysis, and 3) Lombok Regency were prepared in several conclusion. Data/information collection steps, including 1) data/information was carried out by conducting interviews https://e-journal.unair.ac.id/JAFH 98 Subhan et al. (2021) Journal of Aquaculture and Fish Health Vol. 10(1) - February 2021 DOI : 10.20473/jafh.v10i1.22222 with respondents. Secondary data/ and funding of this research through the information was obtained from various Research Program for Beginner Lecturers references relevant to research on salt for the 2020 Fiscal Year, the Rector of marketing strategies in East Lombok Gunung Rinjani University and the staff Regency. To formulate a marketing who have provided moral support, all strategy for salt in East Lombok Regency, academic community of the Faculty of data/information analysis was carried out Fisheries, Gunung Rinjani University, who using a SWOT analysis, which can be seen has contributed to the accomplishment of in Table 1. this research, and all parties for their The results of the SWOT analysis support during the implementation of this show that the salt marketing strategy in research. East Lombok Regency is still weak but has a great opportunity. The marketing REFERENCES strategy for salt in the district has been Department of Marine Affairs and included in Quadrant III (negative, Fisheries, 2020. Statistik perikanan positive), meaning that the marketing Kabupaten Lombok Timur tahun strategy must be changed to take 2019. Dinas Kelautan dan advantage of existing opportunities. Perikanan Kabupaten Lombok Marketing of salt in East Lombok Regency Timur. Selong. can be carried out with several strategies, Ministry of Marine Affairs and Fisheries, namely: 1) SO Strategy: Maximizing the 2018. Satu data produksi kelautan role of cooperatives and MSMEs in salt dan perikanan tahun 2017. Pusat marketing, 2) ST Strategy: Improving the Data Statistik dan Informasi. quality of human resources in salt business Jakarta management, 3) WT strategy: Salim, Z. and Munadi E., 2016. Info Formulating regulations on buying and komoditi garam Badan Pengkajian selling salt, and 4) WO strategy: Providing dan Pengembangan Perdagangan. production technology training to salt Al Mawardi Prima. Jakarta. farmers and MSMEs. Subaktilah, Y., Kuswardani, N. and Yuwanti, S., 2018. Analisis SWOT: CONCLUSION Faktor internal dan eksternal pada Marketing channels include pengembangan usaha gula merah producers (salt farmers) -cooperatives/ tebu (Studi Kasus di UKM Bumi MSEs-consumers because it can shorten Asih, Kabupaten Bondowoso). the marketing channels and reduce Jurnal Agroteknologi, 12(2), operational costs. Salt marketing in East pp.107-115. https://doi.org/10.19 Lombok Regency can be carried out with 184/j-agt.v12i02.9276 several strategies, namely: 1) SO Strategy: Subhan M., Antara, M. and Astarini, I.A., Maximizing the role of cooperatives and 2014. Analisis tingkat kerusakan SMMEs in salt marketing, 2) ST Strategy: dan strategi pengelolaan Improving the quality of human resources mangrove di Kawasan Suaka in salt business management, 3) WT Perikanan Gili Ranggo Teluk strategy: Formulating regulations on Seriwe Kabupaten Lombok Timur buying and selling salt, and 4) WO Nusa Tenggara Barat. Ecotrophic: strategy: Providing production technology Jurnal ilmu lingkungan, 8(1), training to salt farmers and MSMEs. pp.86–92. https://ojs.unud.ac.id/ index.php/ECOTROPHIC/article/ ACKNOWLEDGMENT view/13197 Gratitude is expressed to the Tamara, A., 2016. Implementasi Analisis Ministry of Education and Culture of the SWOT dalam strategi pemasaran Republic of Indonesia for the opportunity produk mandiri tabungan bisnis.

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