Optimization of Marketing Communications of Fisheries, Marine and Food Agriculture of Lhokseumawe City

DOI

10.2991/assehr.k.210125.008How to use a DOI?

Keywords

Optimization, Digital Marketing Communication, Internet, Fishery Products, Marine and Food Agriculture, Lhokseumawe City

Abstract

The main objective to be achieved in this research is to describe and optimize marketing and business communications in the digital era of marine, fishery and food agriculture products in Lhokseumawe City which side with fishermen and farmers. Describe the potential, symptoms, rules and methods in optimizing marketing and business communications. Using a phenomenological paradigm with a descriptive qualitative approach. Research is designed with case studies to provide a more detailed description of a symptom or phenomenon. The final result of this research is typology, model, strategy or patterns regarding the phenomenon of marketing communication. Primary and secondary data were obtained through observation, interviews and literature review / related documents. Data analysis is done simply by reducing, presenting and concluding. The theoretical basis, concepts and models are used digital marketing communication, promotion, integrated marketing communication, marketing mix models, SWOT analysis, internet and new media inoculation perspective. The results showed the great and good potential of fisheries, marine and food crops in Lhokseumawe City, but the communication and marketing processes were still weak, it needed optimization by synergizing the parties. Still less creative in marketing communications, promotions, online business and online applications by utilizing information communication technology. The conclusion of this research is that in this new era of online marketing, promotion and business of fishery and agri-food commodities, online technology is increasingly advanced and it is easy to reach the public. Internet media has become the main communication medium to obtain information and disseminate information. Fishery and agricultural commodities have various types of products that are of interest or sought by the community. So that we need a medium where fishermen, farmers can sell fishery, agricultural or processed products directly to the community without going through a long and detrimental marketing chain. In addition, it has become a new job site for millennials in particular, in utilizing the internet, especially new media in the process of promotion, marketing and online business. The bargaining position of fishermen and farmers is still weak. Because the market structure tends to be monopsony, oligopoly and even monopoly. In general, fishermen and farmers sell their produce conventionally through intermediary traders with long marketing chains. They do not have direct market access. Because of this, fishermen and farmers feel disadvantaged, they continue to live in poverty and are marginalized.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Kamaruddin Hasan
AU  - Masriadi Sambo
AU  - Riski Amal Muchlis
AU  - M. Yahya
PY  - 2021
DA  - 2021/01/26
TI  - Optimization of Marketing Communications of Fisheries, Marine and Food Agriculture of Lhokseumawe City
BT  - Proceedings of the International Conference on Social Science, Political Science, and Humanities (ICoSPOLHUM 2020)
PB  - Atlantis Press
SP  - 40
EP  - 45
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210125.008
DO  - 10.2991/assehr.k.210125.008
ID  - Hasan2021
ER  -