Business and Marketing Analysis of Fresh Fish Sales in Sebulu District, Kutai Kartanegara Regency

Abstract

Sebulu District, located in Kutai Kartanegara Regency, East Kalimantan Province, is a lowland area traversed by the Mahakam River, which serves as an important transportation route for the local community. The agricultural and livestock sectors are more dominant, while the fisheries sector has not been optimally utilized. Recognizing this opportunity, the communities in Sumber Sari, Mekar Jaya, and Manunggal Daya Villages have developed household-scale fresh fish trading businesses. This study focuses on five enterprises, namely Kios Ikan Putra, Kios Ikan Bang Jarwo, Kios Ikan Bima Galipat, Kios Ikan Nita, and Kios Ikan Bunda Fira, which sell marine fish, freshwater fish, brackish-water fish, and shrimp. The purpose of this study is to analyze the feasibility of fresh fish trading businesses using financial indicators such as Net Profit, Revenue Cost Ratio (R/C Ratio), Return on Investment (ROI), Net Profit Margin (NPM), and Payback Period (PP). In addition, the study identifies marketing institutions and channels, as well as the challenges faced by fresh fish traders. The results show that the five enterprises are financially profitable and feasible to continue, with net profits ranging from IDR 17,898,858.42/month to IDR 113,886,180.56/month. The R/C Ratio ranges between 1.12 and 1.30, ROI values between 8.60% and 49.36%, NPM between 10.96% and 24.57%, and PP between 0.17 years (≈2.03 months) and 0.97 years (≈11.62 months). The marketing is conducted indirectly through a three-level channel, involving producers, collectors, agents, retailers, and consumers. The main challenges faced are limited storage facilities, fluctuating market prices, competition levels, and unstable product quality.