PASAR DIGITAL PRODUK PERIKANAN DI PROVINSI NUSA TENGGARA TIMUR
DOI:
https://doi.org/10.31539/0me74x53Keywords:
Daya Saing, Fuzzy Cognitive Mapping, Pasar Digital, Produk Unggulan, Strategi Pengembangan.Abstract
Provinsi Nusa Tenggara (NTT) memiliki potensi perikanan yang sangat besar dibidang perikanan yang dapat dikelola menjadi berbagai produk hasil olahan ikan. Jarak geografis yang jauh antar pulau maupun kabupaten membuat pemasaran produk saat ini mulai beralih dari pasar tradisional ke pasar digital. Penelitian ini bertujuan untuk (1) Mengidentifikasi faktor-faktor utama yang memengaruhi perkembangan pasar digital produk perikanan di NTT; (2) Mengukur bobot pengaruh masing-masing faktor terhadap pasar digital; dan (3) Menyusun strategi pengembangan berbasis hasil FCM untuk meningkatkan daya saing produk perikanan NTT di platform digital. Penelitian dilakukan secara kualitatif pada sepuluh toko online yang berlokasi di Provinsi Nusa Tenggara Timur yang menjual berbagai produk hasil olahan ikan dan dianalisis menggunakan Fuzzy Cognitive Mapping (FCM). Hasil penelitian menunjukkan produk unggulan seperti ikan kering, keripik ikan, dan abon ikan merupakan pengungkit utama pasar digital perikanan NTT. Faktor non-produk membentuk umpan balik yang positif dan berperan penting dalam mempertahankan pertumbuhan. Strategi efektif meliputi penguatan mutu, diversifikasi produk, optimalisasi harga dan kemasan, serta manajemen aktif terhadap ulasan dan kepuasan pelanggan.
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