Advances in Social Science, Education and Humanities Research, volume 366 3rd International Conference on Indonesian Social & Political Enquiries (ICISPE 2018) The Role of Woman's Personal Branding in Increasing The Activity of Fishery in Batu Island Nurbani Padang Arlina Abdi Sitepu Department of Communication Department of Communication Department of Tax Administration Faculty of Social and Political Faculty of Social and Political Faculty of Social and Political Sciences Sciences, Sciences, Universitas Sumatera Utara Medan, Indonesia Universitas Sumatera Utara, Universitas Sumatera Utara, Medan, Indonesia Medan, Indonesia [email protected] Abstract—This research was conducted to find out the fisheries industry, improvement of sea transportation and a focus personal branding model in improving the existence of on maritime security. The main programs in the administration of women in the processing of fishery activity, in Batu Island, President Jokowi to realize Indonesia as the world's Maritime South Nias Regency. The existence of women in f this study Principle, namely through the enforcement of the territorial sea is to identify and map the potential and competence of sovereignty of the Republic of Indonesia, revitalization of marine marine women to be developed, so that the fishing economic sectors, strengthening and development of maritime community has a strong human resources. This research is connectivity, environmental damage rehabilitation and descriptive research, using qualitative analysis. From the biodiversity conservation, as well as improving quality and research, it has been shown that the existence of women in quantity Marine Human Resources. the fishery activities, takes form in selling fish that caught One of the strategic issues of managing marine potential is the by their husbands, processing the salted fish, making low quality of the human resources of the marine community. grilled kimo, making processed snacks from fishand This makes the fishing community still a weak economic class evendistributing sea cucumber to another town. The [2]. In 2011, the number of poor people in the sea reached 7.87 appropriate personal branding model is to maximize the million people living in 10,000 marine villages. Even though the three elements.. First element is Person, which is to potential of Indonesian fisheries and marine resources based on improve the specialization and uniquenessof women’s role the 2014 KKP data is 6,520 million tons / year. This becomes in fishery activity such as host a training program to ironic when viewed in terms of the abundant wealth of Indonesian increase salted fish making ability. The second element is fisheries and marine resources but the people are still in a weak Promise which required integration between the economy . government (UPT Port of Pulau Batu Pulau Pulau) and The poverty of marine society can be divided into three types, the fishermen community to run the sustainable program. namely structural poverty, cultural poverty, and natural The third element is Relationship that is improving the poverty[3]. The poverty inherent in the marine community ability to establish good relationships with the distributors was caused by a structure that did not support the of sea products outside Pulau - Pulau Batu. improvement of the welfare of the community and culture that was still inherent in the community [4], [5]. This low socioeconomic level and welfare, in the structure of the Keywords— : Existence of woman, Fisherman, Personal fishing community, causes fishermen to become the poorest Branding. social layers, while most fishermen in Indonesia are labor fishermen. This shows that abundant resources cannot be I. INTRODUCTION managed and utilized maximally. The low quality of human resources and the welfare of the marine As the largest archipelagic country in the world, Indonesia has community make the Jokowi-JK Maritime Axis vision on the other great potential to become the world's maritime axis. The term hand is still considered not maximal even considered to fail to protect "Maritime Axis" is a strategic idea that emerged as a new vision fishermen, especially women fishermen. This failure occurred due to and mission of Indonesia under the Government of Joko Widodo the Maritime Axis being a business commodity and the development and Jusuf Kalla. This term became increasingly political and diplomatic when presented at the seventh President's inauguration orientation only focused on development alone. The Center for Data speech in the Republic of Indonesia at the MPR-DPR building on and Information of the People's Coalition for Fisheries Justice October 20, 2014 [1]. (KIARA) noted that throughout 2016 there had been 16 cases of reclamation, 17 cases of maritime privatization and small islands, 18 The idea of the Maritime Axis was realized to guarantee cases of mining in the maritime area and the expulsion of 107,361 connectivity between islands, development of the shipping and heads of fishing families from their living space due to reclamation. Copyright © 2019, the Authors. Published by Atlantis Press. This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/). 30 Advances in Social Science, Education and Humanities Research, volume 366 Studies related to marine human resources as mentioned in the Arieska Kurniawaty (2017) from Solidaritas Perempuan said that research results of Wawan Setiawan (2010) on Human Resource this was an irony considering that to this day there has been no Competencies in Efforts to Use Marine Potential in Tasikmalaya political recognition of the position and role of women fishermen [6]. Regency, show that several competencies such as shipping On April 6, 2017 fishermen demonstrated in front of the Ministry of knowledge, fishing vessel maintenance and machine knowledge Maritime Affairs and Fisheries because they considered the Maritime already exist but still needs to be improved both through formal and Axis policy was not yet realized. In Act No. 7 of 2016 concerning non-formal education [8]. Navigation technique competencies are Protection and Empowerment of Fishermen, Fish Cultivators and new competencies that can be provided through formal education. Salt Farmers, the position of women is still attached to Article 45 as The results of evaluating the suitability of marine specific part of the fisherman's household. This is considered to negate the competencies, the competencies that already exist and need to be role of women in the fisheries sector which is very significant. The improved are fishing techniques, marine fish preservation techniques absence of recognition in national regulations is exacerbated by the and shrimp farming. Competencies that already exist and need to be absence of affirmative efforts in technical policy. maintained are fish preservation techniques in the sea. Competencies Policies and regulations that still do not make women fishermen that do not yet exist, but are needed are radar mastery techniques, an important part of the development of the maritime area, make the milkfish cultivation, seaweed cultivation and lobster and crab government programs weaker in developing marine human cultivation. resources. In fact, every day the maritime area is dominated by The low mastery of marine technology by fishermen is still an women and children because most husbands and teenagers go to sea. important factor contributing to the low economic income of There are fishermen who go to sea for days, but there are also fishermen, so that fishermen are still classified as weak economic ordinary fishermen who just go to sea at night, so that the mother or communities. This situation does not only speak of fishermen in the wife holds the responsibility of daily life in the family. Therefore, sense of a profession dominated by men, but also women fishermen efforts to improve the welfare of fishing families are more focused as part of the fishing community. Therefore Diana Djuwita in her on women. Women in the maritime area can be the driving force for study on the Role of Women in Coastal Communities in Increasing the productive economic activities of the maritime community so as the Income of Fisherman Families in Mertasinga Village explained to improve their function from ordinary housewives to become how the role of women fishermen to increase the income of breadwinners. fishermen's families required the dual role of women or wives of So far the role of women in fishermen's families has not been fishermen as wives who carry out domestic tasks or work and earn a optimal in helping to improve the family's economy, especially in living for help husbands meet their daily needs [9]. There are even relation to the process of managing post-arrest results. Their women who become the main backbone or breadwinner in the family knowledge and skills are still limited and have never received because her husband works seasonally or does not work at all so that technological innovation. In addition they also do not have the he relies on his wife's income. So women have a very big role in ability in business development so that all of them cause their improving the family's economy. lives to be marginal and poor. The results of the study of the important role of women as potential resources that should be developed and strengthened in the Women fishermen play an important role in maintaining a family economy. The role of women is also one of the hopes in developing maritime sector were also seen in the study of Nina Evi Nur Laila sustainable livelihood strategies [7]. Women are required to be able (2016) on the Strategy of Women Fishermen's Welfare Against to carry out productive activities to earn extra income in addition to Family Income which explained that the fishermen of Sendang Biru having to maintain their household and children. Fisher women who who work as fish baskets in the TPI a single livelihood pattern because most of the time is devoted to one type of work, this is work productively earning additional income must devote different from fisherman women who open beachside stalls while more time than men who go to sea.