TINGKAT EFISIEN PEMASARAN IKAN LAUT SEGAR DI PELABUHAN PERIKANAN NUSANTARA (PPN) BRONDONG
Marketing is the key to the sustainability of economic activity is no exception fish catches came from Brondong fishing port. Fish landed in Brondong fishing port is diverse. Spotted big eye fish (Priacanthus tayenus) and yellow goat fish (Upeneus sulphureus) is the dominant fish catches and eastern little tuna (Euthynnus affinis) and red snapper (Lutjanus malabaricus) is an economical high in fish landed in Brondong fishing port. Fishermen in Brondong fishing port average daily fishing 159 tons of fish. The potential magnitude of catches landed in Brondong fishing port must be balanced with good marketing. Marketing activities should be carried out as efficiently as possible so that the business sidecan provide great benefits from the results of these marketing activities. Fish marketing activities stemming from Brondong fishing port is still inefficient due to marketing activities still using traditional tools. Seeing the condition that it is important to know the level of the efficient marketing activity fish from Brondong fishing port. The aim of this study is to calculate the level of marketing efficiency of fish in Brondong fishing port, Lamongan, East Java. The research will be implemented by the method of the case against the strategy of increasing marketing efficiency of fish from Brondong fishing port. Analysis of the formula used is marketing efficiency. Based on the analysis conducted showed that showed that the existing marketing activity in Brondong fishing port is inefficient. Proved by analysis obtained spotted big eye fish have high levels of Eps 45.44%, 38.98% yellow goat fish, eastern little tuna 57.94% and 25.65% red snapper with declared where marketing said to be efficient if it has Eps <5%.