Abstrak

Baca Juga : ANALISIS TINGKAT KEUNTUNGAN PADA USAHA IKAN TERI REBUS KERING DI SENTRA PENGOLAHAN IKAN DESA MEUNASAH KEUDEE KECAMATAN MESJID RAYA KABUPATEN ACEH BESAR (Arief Rahmat Putra, 2020) ,

Baca Juga : ANALISIS PENDAPATAN DAN SALURAN PEMASARAN PADA USAHA PENGOLAHAN IKAN TERI DI DESA MEUNASAH KEUDE KECAMATAN MESJID RAYA KABUPATEN ACED BESAR (Syahhira Ravina Ulim, 2020) ,

dalam meningkatkan penjualan ikan teri selama ini dilakukan secara langsung dengan memperkanalkan produk ikan teri kepada pembeli dan juga menerapkan konsep bauran pemasaran secara tidak langsung oleh pengelola usaha ikan teri. dalam memasarkan produk ikan teri masyarakat nelayan tidak memperoleh kesulitan karena transportasi mudah didapatkan untuk memasarkan produk ikan teri ke pasar-pasar yang ada di aceh besar dan banda aceh. keyword : komunikasi pemasaran, masyarakat nelayan, strategi komunikasi abstract the title of this study is “marketing communication strategy of the fishing community in increasing the sale of anchovy in krueng raya village, mesjid raya sub-district, acehbesar district. in doing marketing, marketing communication is indispensable to increase sales that can be performed by promotingthe quality improvement or product quality made by the fishermen community. this study aims to determine the marketing communication strategy of the fishing community in increasing the sales of anchovies in krueng raya village, mesjid raya sub-district, acehbesar district.this study was conducted in krueng raya village to the fishing community in meunasahkeude village, krueng raya. data were collected by using observation, interviews and literature study relevant to the object of the research. the acquired data is analyzed using a descriptive qualitative method.the results indicated that the efforts made by the fishing community in increasing the sales of anchovieshave been done both directly by introducing fish products to buyers and indirectly byapplying the concept of mix marketing by business managersof anchovies. in marketing anchovies, the fishing communitydoes not find any obstacles since transportation is accessible to the markets in aceh besar and banda aceh. keywords: marketing communication, fishing community, communication strategy

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