Marketing Analysis of Barracuda Fish Pempek (Case Study of DapurMakassar) in Makassar City

This study aims to analyze the marketing system of barracuda fishpempek at Dapur Makassar, a small-scale fisheries-based enterpriselocated in Makassar City. The research focuses on identifyingmarketing channels, calculating marketing margins, and evaluatingmarketing efficiency. A case study method was applied using bothquantitative and qualitative approaches. Primary data werecollected through observation, interviews, questionnaires, anddocumentation involving the business owner and resellers, whilesecondary data were obtained from relevant literature andinstitutional reports.The findings show that Dapur Makassar utilizes two marketing channels: directsales from producer to consumers and indirect sales through resellers. Thedirect channel incurs lower marketing costs (Rp 595.7) compared to thereseller channel (Rp 1,716.7). However, reseller distribution expands marketreach beyond Makassar to other regions such as Kendari, Palu, Kalimantan,and Java. The marketing margin in the reseller channel is Rp 10,000 per unit(buying price Rp 25,000 and selling price Rp 35,000. This study concludes thatcombining direct marketing with organized reseller networks and digitalmarketing strategies can improve both efficiency and competitiveness offisheries-based SMEs.