Abstract:
This study aims to: 1). Analyze the marketing channels of the Snakehead fish (Channa striata) catch in
Central Muning Village. 2). Analize the potential margins of the Snakehead Fish (Channa striata) business
in CentralMuning Village. 3). Analyze the price sharereceived by fishermen (catching Snakehead)in Central
Muning Village. 4). Analyze the feasibility of Snakehead fishing in Central Muning Village and the business
feasibility of the marketing actors.This research was conducted in the Central Muning Village, Daha Selatan
Sub-district, Hulu Sungai Selatan . The method of data collection is done by observation and interviews. The
sample of location in this study was determined by purposive sampling method. Primary data were
collected by two ways; Census and Snowball Sampling. The results of this study indicate that the Snakehead
fish marketing system in Central Muning Village from the producer level to the final consumer level
generally has two marketing channel patterns. Snakehead fish marketing margin in Central Muning Village
in the marketing pattern I was Rp4,000 while the marketing margin in the marketing pattern II was
Rp5,000,- in which for collector was Rp2,000 and for retailers was Rp3,000. The price share or farmer’s
share received by fishermen was 90%, that means snakehead fish marketing is efficient . The business of
catching Snakehead Fish in the village of Central Muning is feasible.
Keywords: marketing, snakehead fish
