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ABSTRAKPotensi sumber daya perikanan yang tinggi di Kota Ambon turut membentuk kebiasaan masyarakat mengonsumsi ikan, baik dalam bentuk segar maupun olahan. Ikan olahan yang sangat terkenal di Kota Ambon adalah ikan asap (dalam bahasa lokal disebut ikan asar) yang sentra produksinya terletak di Negeri Hative Kecil. Penelitian ini bertujuan untuk mengidentifikasi karakteristik konsumen ikan asap, mengkaji sikap dan perilaku konsumen ikan asap serta menganalisis faktor-faktor yang memengaruhi tingkat konsumsi ikan asap. Metode yang digunakan dalam penelitian ini adalah survei dan sebanyak 100 (seratus) responden diambil secara accidental sampling. Data yang diperoleh di analisis dengan analisis deskriptif kualitatif, analisis sikap dan perilaku konsumen dan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa konsumen yang membeli ikan asap di Negeri Hative Kecil didominasi oleh perempuan berusia separuh baya yang memiliki tingkat pendidikan tergolong baik (sarjana), pekerjaan dan pendapatan tergolong dalam kalangan menengah ke atas serta jumlah anggota keluarga satu hingga empat orang. Sikap dan perilaku konsumen yang membeli ikan asap di Negeri Hative Kecil tergolong baik karena terletak di antara skor positif. Variabel yang memengaruhi responden mengonsumsi ikan asap adalah harga (X1), pendapatan (X2) dan jumlah anggota keluarga (X3). Kata Kunci: konsumen, sikap dan perilaku, ikan asap, Kota Ambon ABSTRACT High potency of fishery resources in Ambon performs the community's habit in eating fish, both in fresh and processed forms. Processed fish which very famous in Ambon is smoked fish (in local language called ikan asar) and its central of production is in Hative Kecil village. This study aims to identify characteristics of consumers of smoked fish, to analyse the attitudes and behaviour of them and to analyse the factors influence the level of consumption. Method used in this research

This research aims to describe the characteristics of respondents, identify levels of statisfaction and expectations of consumers and analyzing the competitive advantage smoked fish Tunaca, this research is done in the processing and marketing of products by applying methods of surveying using a detailed questionnaire and interview as a means of collecting the data of principal. The sample as many as 50 people are determined based on techniques AccidentalSampling that is a consumer who buys smoked fish is found Tunaca. The analysis used is descriptive qualitative analysis and qualitative analysis in quantitative with application of likert scale. The research result to describecharacteristics of respondents based on age, gender, education, occupation, income and the number of family members. The purpose of the following indicate statisfaction and expectations of consumers against variables, variables that are consigered to have a competitive advantage of smoked fish product is durability, taste, halal and packaging product.

Fish is very perishable, soon after caught and death, deterioration took place quickly especially in a high-temperature environment. Quality control is a necessity to keep the freshness of fish and the prime nutritional quality. In this study interview and observation were done on the focus group to investigate quality control activities carried out by the artisanal fisher community. In many places in Maluku, small pelagic fish caught by using purse seine net. The fishing ground is relatively close to the landing site at the coastal area and landed in 1-2 hours after death. Shortly after landed ice treating is applied on the fishes with the ratio of ice to fish roughly 1:2 and also a small amount of clean sea water added onto the fish-ice mixture in order to chilling fish and keep it fresh. Most fish are transported to the central market in town by using cars which takes one to two hours, and the rest taken by the small retailers and distribute to the closest markets in the village. If lots of fish harvested, some retailers will sell it on foot from house to house. The small-scale fishermen and retailers know very well the necessity of maintaining the freshness of fish, so it will be in good quality when delivered the consumer hands and the high price.