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The Influence of Facebook Social Media on the Sale of Flying Fish (Decapterus spp.) in Sapolohe Village, Bontobahari District, Bulukumba Regency

PONGGAWA : Journal of Fisheries Socio-Economic · Vol. UME No. MOR (2025) · pp. 11–27

DOI
10.35911/ponggawa.v5i1.43814
ISSN
2775-7196
Published
2025-07-09
Publisher
Program Studi Sosial Ekonomi Perikanan, Fakultas Ilmu Kelautan dan Perikanan, Universitas Hasanuddin
Language
en

Abstract

This study explores the use of social media, especially Facebook, as a marketing tool for mackerel products (Decapterus spp.) in Sapolohe Village. Facebook is one of the first social media known and used by the previous generation. Facebook, with features such as paid advertising, business pages, and community groups, allows sellers to interact directly with potential customers, increase market reach, and strengthen brands. This study aims to determine the marketing strategies implemented by business actors and the influence of the use of Facebook social media in the sale of mackerel. The research used is quantitative descriptive with a census approach, involving 30 fish sellers on Facebook. The results showed that the majority of sellers actively post every day, and 100% of respondents chose to deliver products to the buyer's address. Regression tests showed that the use of Facebook had a significant positive effect on increasing mackerel sales, with a regression coefficient of 0.981 and a p-value of 0.000. These findings indicate that marketing strategies through Facebook are effective and influential in increasing sales and facilitating interaction with customers, as well as providing convenience in the transaction process and product delivery.

Keywords

Collaboration network of the authors

40 authors · 168 co-authorship links · 23 across different organisations · showing the 40 most connected

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • National Research and Innovation Agency
  • Universitas Muhammadiyah Prof Dr Hamka
  • Institut Teknologi dan Sains Mandala
  • Universitas Balikpapan
  • Sunan Gunung Djati State Islamic University Bandung
  • Indonesia Open University
  • Universitas Negeri Surabaya
  • Other organisations
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Benny Audy Jaya GosariAffiliation unknown12
Abdul WahidInstitut Teknologi dan Sains Mandala9
Andi Adri AriefAffiliation unknown9
Amiluddin AmiluddinAffiliation unknown7
Aris BasoAffiliation unknown6
Muhammad Dalvi MustafaAffiliation unknown6
Sutinah MadeAffiliation unknown5
Sitti FakhriyyahAffiliation unknown5
Sri Suro AdhawatiAffiliation unknown5
M. Chasyim HasaniAffiliation unknown3
Hamzah TahangAffiliation unknown3
Firman FirmanUniversitas Balikpapan3
Mardiana E. FachryAffiliation unknown3
Deni HadianaNational Research and Innovation Agency1
Zulmi RamdaniSunan Gunung Djati State Islamic University Bandung1
Jaka WarsihnaIndonesia Open University1
W. WidodoUniversitas Negeri Surabaya1
Darwis ChandraIndonesia University of Education1
E. SopandiNational Research and Innovation Agency1
Haryati HaryatiInstitut Agama Islam Negeri Kendari1
Hasni Yulianti AzisAffiliation unknown1
Asiyanthi Tabran LandoAffiliation unknown1
Anugerah SaputraAffiliation unknown1
Juwarsi Auliya SalsabilahAffiliation unknown1
Bismar HimawanAffiliation unknown1
Mardiana Ethrawaty FachryAffiliation unknown1
Nisfah Ainun MardiyahAffiliation unknown1
Yaumil Atia Adam Andy OmarAffiliation unknown1
Asrul Rahadi RamlanAffiliation unknown1
Nurdiana NurdianaAffiliation unknown1
Kadek MudiyanaAffiliation unknown1
Syuhardiman BahtiarAffiliation unknown1
Andi Adrian Dwi Nugraha RianAffiliation unknown1
Ardillawati TajufriAffiliation unknown1
Yasmin YasminDiponegoro University1
Risma UdinAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.unhas.ac.id/index.php/ponggawa/oai, first harvested 2 Nov 2026, last seen 2 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">The Influence of Facebook Social Media on the Sale of Flying Fish (Decapterus spp.) in Sapolohe Village, Bontobahari District, Bulukumba Regency</dc:title>
	<dc:creator xml:lang="en">Waris, Nur Fariza</dc:creator>
	<dc:creator xml:lang="en">Wahid, Abd.</dc:creator>
	<dc:creator xml:lang="en">Amri, Andi</dc:creator>
	<dc:creator xml:lang="en">Cangara, Arie Syahruni</dc:creator>
	<dc:subject xml:lang="en">Social Media</dc:subject>
	<dc:subject xml:lang="en">mackerel</dc:subject>
	<dc:subject xml:lang="en">facebook</dc:subject>
	<dc:subject xml:lang="en">regression</dc:subject>
	<dc:description xml:lang="en">


This study explores the use of social media, especially Facebook, as a marketing tool for mackerel products (Decapterus spp.) in Sapolohe Village. Facebook is one of the first social media known and used by the previous generation. Facebook, with features such as paid advertising, business pages, and community groups, allows sellers to interact directly with potential customers, increase market reach, and strengthen brands. This study aims to determine the marketing strategies implemented by business actors and the influence of the use of Facebook social media in the sale of mackerel. The research used is quantitative descriptive with a census approach, involving 30 fish sellers on Facebook. The results showed that the majority of sellers actively post every day, and 100% of respondents chose to deliver products to the buyer's address. Regression tests showed that the use of Facebook had a significant positive effect on increasing mackerel sales, with a regression coefficient of 0.981 and a p-value of 0.000. These findings indicate that marketing strategies through Facebook are effective and influential in increasing sales and facilitating interaction with customers, as well as providing convenience in the transaction process and product delivery.


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	<dc:publisher xml:lang="en">Program Studi Sosial Ekonomi Perikanan, Fakultas Ilmu Kelautan dan Perikanan, Universitas Hasanuddin </dc:publisher>
	<dc:date>2025-07-09</dc:date>
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	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unhas.ac.id/index.php/ponggawa/article/view/43814</dc:identifier>
	<dc:identifier>10.35911/ponggawa.v5i1.43814</dc:identifier>
	<dc:source xml:lang="en">PONGGAWA : Journal of Fisheries Socio-Economic; VOLUME 5, NOMOR 1, MAY 2025; 11-27</dc:source>
	<dc:source>2775-7196</dc:source>
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	<dc:language>en</dc:language>
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	<dc:rights xml:lang="en">Copyright (c) 2025 PONGGAWA : Journal of Fisheries Socio-Economic</dc:rights>
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