Abstract:
This research aims to determine the marketing of floss of striped catfish and snakehead fish.
The research location was determined using a purposive sampling method at CV. Cashiela in
Banjarbaru City, South Kalimantan Province, while research time from March to April 2023.
Research data uses primary data and secondary data, while respondents were determined
using the purposive sampling method. The tools in this research are (a) marketing channels,
(b) farmer's share and (c) marketing margin. The research results show that (a) there are two
marketing channels, the first channel explains that the producer directly sells floss of striped
catfish and snakehead fish to final consumers and the second channel explains that the
producer sells floss of striped catfish and snakehead fish to resellers and then sells it again
to consumers. Then, (b) the value of farmer's share in marketing floss of striped catfish and
snakehead fish either through reseller shops at the airport or shops outside the airport
ranges from 50% to 89%, and (c) the value of marketing margin for sales at the airport is IDR
40,000 for floss of striped catfish and IDR 45,000 for snakehead fish, while sales outside the
airport each have a value of IDR 5,000
