Regulation of Regional Regulation Policy on Marketing Analysis of Mayang Food MSME Fish Sambal Products
DOI:
https://doi.org/10.52046/agrikan.v19i1.2716Keywords:
Mayang Food MSME, ; Fish Sauce, MarketingAbstract
Mayang Food UMKM produces fish sauce with several variants. This research was conducted from January to March 2026. The purpose of this study was to analyze the marketing mix of product marketing chains, marketing margins, farmers share of Mayang Food UMKM fish sauce and analyze regional regulations that support the marketing of Mayang Food UMKM fish sauce products. The methods used are observation, interviews, and literature studies. Products from Mayang Food UMKM include: (1) Sambal Bawang Iwak Telang, (2) Sambal Acan (3) Sambal Udang Papai, and (4) Sambal Baby Cumy. The price of fish sauce products from the Mayang Food MSME is sold starting from IDR 20,000 - IDR 35,000. The production location of the Mayang Food MSME is the owner's residence, which is located on Jalan Trikora, Galuh Marindu Complex 2 D RT 033 RW 007, Sungai Besar Village, South Banjarbaru District, Banjarbaru City. Mayang Food MSME's promotional tools include participation in bazaars organized by related agencies, and the use of Instagram, TikTok, and Podcasts to promote its fish sauce products. In Mayang Food MSMEs, there are two types of marketing channels: the first is from producers directly to end consumers, and the second is from producers to resellers and then to end consumers. The marketing margin for Mayang Food MSMEs' fish sauce products ranges from IDR 4,000 to IDR 6,000. These retailers usually come directly to Mayang Food to buy their fish sauce products, so there are no additional costs for Mayang Food.
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Copyright (c) 2026 Maria Ulfah Riani
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License.
