Online Marketing Strategy in Improving Sales of Fish Cultivation in Jampang Village, Bogor [Strategi Pemasaran Online dalam Meningkatkan Penjualan Pembudidaya Ikan di Desa Jampang, Bogor]

Abstract

Jampang Bogor village was one of the areas of fish farming and one of the livelihoods of its people. By utilizing situ in the village, various kinds of fish were produced. Koi ornamental fish and catfish were the hallmarks of these fish farming. Marketing was carried out by fish farmer groups directly to consumers and using online media such as Facebook, Instagram, and other social media, but still found obstacles in marketing. Community Service was conducted on 28-30 October 2018 with participants representing several groups of fish farmers in Jampang Bogor Village. The method used in the form of expository was the delivery of verbal and inquiry material, namely learning that emphasized the process of critical thinking and analytical related marketing management knowledge with an in-depth understanding of the material on how to market the results of online fish farming. Community Service activities produced an increase in knowledge for fish farmers in Jampang Village Bogor, how to manage a fish farming business to be better, able to compete and could be an example for other farmers. The Community Service activities were expected to provide inspiration and motivation for the lecturers/researchers who would carry out the same activities, the knowledge provided could benefit the community, academics, and families.

Factors to Increase Sales Turnover of Ornamental Fish Through Digital Marketing

“…Factors that determine sales turnover one of them is an offer or promotion, which is very important to koi ornamental fish entrepreneurs, (Oktavianna et al 2019) such as Ramafish Koi Lampung which provides many types of Koi fish of various sizes that make it easy for people or customers to get various sizes and types through the Facebook application media so that the wider community who want to find Koi ornamental fish is easy to get.…”

Promoting perceived service quality and organisational performance through customer retention strategies: the moderating role of ICT

“…Digital marketing helps firms perform better by integrating technology with their customers and business operations to achieve profitable growth (Bala and Verma, 2018;Kovalenko and Kuzmenko, 2020;Oktavianna et al, 2019). Kovalenko and Kuzmenko (2020) investigated the phenomenon of Internet website visibility from the standpoint of marketing information flows in small business activities.…”

“…The study determined that, in comparison to old or conventional techniques, consumers are exploring and searching more on the Internet to discover the greatest bargain from merchants. In an almost similar study, Oktavianna et al (2019) discovered that fish farmer organisations used online platforms like Facebook, Instagram and other social media to market directly to consumers, which increased sales for the company. Thus, it can be hypothesised that:…”