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Analysis of the Marketing Channels for Mekar Mandiri Fish Crackers in Sidolego Village, Tabir Lintas District, Merangin Regency, Jambi, Indonesia

International Journal of Agricultural Social Economics and Rural Development (Ijaserd) · Vol. 5 No. 1 (2025) · pp. 56–62

DOI
10.37149/ijaserd.v5i1.2414
ISSN
2774-9126
Published
2025-09-30
Publisher
Department of Agribusiness, Halu Oleo University Jointly with Perhimpunan Ekonomi Pertanian Indonesia - Indonesian Society of Agricultural Economics (PERHEPI/ISAE)
Language
eng
License
creativecommons.org/licenses/by-sa/4.0/

Abstract

Indonesia, as an agrarian and maritime country, has significant potential to develop fish-based processed products from home industries to create added value and strengthen the local economy. However, limited empirical studies on fish-based processed products (particularly fish crackers) have yielded insufficient information on the marketing channel structure and the distribution of economic benefits to producers. This study aims to analyze the marketing channel patterns and marketing efficiency of Mekar Mandiri Fish Crackers in Sidolego Village, Tabir Lintas District, Merangin Regency, Jambi Province. The research used a descriptive case study design with purposive location selection. Primary data were collected through observation and structured interviews with producers and marketers, using purposive and snowball sampling. The analysis was conducted by mapping the marketing channels and calculating the farmer's share as an indicator of efficiency. The results showed that there were three marketing channels: (i) producer–consumer, (ii) producer–retailer–consumer, and (iii) producer–wholesaler–retailer–consumer. Channels I and II have a farmer's share of 100%, while channel III has an 83.3% share, indicating the allocation of margins to intermediaries. These findings confirm that shorter marketing channels provide higher efficiency and strengthen the bargaining position of producers, while longer channels play a role in expanding distribution reach. This study provides empirical evidence on non-coastal rural microenterprises and serves as a basis for formulating marketing strategies that balance efficiency and market expansion to support the sustainability of fishery-based home industries.

Keywords

Collaboration network of the authors

11 authors · 23 co-authorship links

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Co-authorOrganisationJoint articles
Fikriman FikrimanAffiliation unknown3
Setiono SetionoAffiliation unknown3
Sugeng WahonoAffiliation unknown1
Anjas Hari Laksana SinagaAffiliation unknown1
Asminar AsminarAffiliation unknown1
Fajar Dedy KuswantoAffiliation unknown1
A. Mauladi A. MauladiAffiliation unknown1
Akhayrnis FebrialdiAffiliation 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://ejournal.agribisnis.uho.ac.id/index.php/ijaserd/oai, first harvested 4 Nov 2026, last seen 4 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en-US">Analysis of the Marketing Channels for  Mekar Mandiri Fish Crackers in Sidolego Village,  Tabir Lintas District, Merangin Regency,  Jambi, Indonesia</dc:title>
	<dc:creator>Asnawati Is, Asnawati Is</dc:creator>
	<dc:creator>Ratih, Putri Indah Kumala</dc:creator>
	<dc:creator>Isyaturiyadhah, Isyaturiyadhah</dc:creator>
	<dc:subject xml:lang="en-US">farmers' share</dc:subject>
	<dc:subject xml:lang="en-US">fish crackers</dc:subject>
	<dc:subject xml:lang="en-US">household businesses</dc:subject>
	<dc:subject xml:lang="en-US">marketing channels</dc:subject>
	<dc:subject xml:lang="en-US">marketing efficiency.</dc:subject>
	<dc:description xml:lang="en-US">Indonesia, as an agrarian and maritime country, has significant potential to develop fish-based processed products from home industries to create added value and strengthen the local economy. However, limited empirical studies on fish-based processed products (particularly fish crackers) have yielded insufficient information on the marketing channel structure and the distribution of economic benefits to producers. This study aims to analyze the marketing channel patterns and marketing efficiency of Mekar Mandiri Fish Crackers in Sidolego Village, Tabir Lintas District, Merangin Regency, Jambi Province. The research used a descriptive case study design with purposive location selection. Primary data were collected through observation and structured interviews with producers and marketers, using purposive and snowball sampling. The analysis was conducted by mapping the marketing channels and calculating the farmer's share as an indicator of efficiency. The results showed that there were three marketing channels: (i) producer–consumer, (ii) producer–retailer–consumer, and (iii) producer–wholesaler–retailer–consumer. Channels I and II have a farmer's share of 100%, while channel III has an 83.3% share, indicating the allocation of margins to intermediaries. These findings confirm that shorter marketing channels provide higher efficiency and strengthen the bargaining position of producers, while longer channels play a role in expanding distribution reach. This study provides empirical evidence on non-coastal rural microenterprises and serves as a basis for formulating marketing strategies that balance efficiency and market expansion to support the sustainability of fishery-based home industries.</dc:description>
	<dc:publisher xml:lang="en-US">Department of Agribusiness, Halu Oleo University  Jointly with  Perhimpunan Ekonomi Pertanian Indonesia - Indonesian Society of Agricultural Economics (PERHEPI/ISAE)</dc:publisher>
	<dc:date>2025-09-30</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://ejournal.agribisnis.uho.ac.id/index.php/ijaserd/article/view/2414</dc:identifier>
	<dc:identifier>10.37149/ijaserd.v5i1.2414</dc:identifier>
	<dc:source xml:lang="en-US">International Journal of Agricultural Social Economics and Rural Development (Ijaserd); Vol. 5 No. 1 (2025); 56 - 62</dc:source>
	<dc:source>2774-9126</dc:source>
	<dc:source>10.37149/ijaserd.v5i1</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://ejournal.agribisnis.uho.ac.id/index.php/ijaserd/article/view/2414/472</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2025 Asnawati Is, Putri Indah Kumala Ratih, Isyaturiyadhah</dc:rights>
	<dc:rights xml:lang="en-US">https://creativecommons.org/licenses/by-sa/4.0/</dc:rights>
</oai_dc:dc>