Abstract:
This study aims to characterize the market of striped catfish (Pangasius hypophthalmus) from
freshwater cultivation in Banjar Regency, South Kalimantan Province. The data used are primary data
obtained from fish farmers, wholesalers, and retailers. They refer to the production size of fish farmers,
marketing cost, farmer's price (IDR), and retail price (IDR). Data were collected through observation
and interviews. Secondary data included research map area, books, journal articles, and various websites
related to the study objective. The sampling method for fish farmers was simple random sampling and
for the marketing agencies was snowball sampling. Data analyses included (a) marketing channel
analysis, (b) farmer's share analysis, and (c) marketing margin analysis. The results of the analysis show
that (a) there are three types of marketing channels, namely, (1) fish farmers sell their fish to the
wholesalers who sell it to retailers; (2) fish farmers sell their fish to retailers; and (3) fish farmers sell
their fish to the institutional market which sells it to consumers; (b) farmer's share value for the first
and second channel is 69%, for the it is 69%, and for the third channel the value is 57%, (c) the value
of marketing margin for the first channel is IDR 5,000 (wholesaler) and IDR 4,000 (retailers), for the
second channel of IDR 9,000 (retailers), and for the third channel of IDR 15,000 (institutional market).
