LEMBAR PENGESAHAN

Laporan Pemasaran Hasil Perikanan disusun sebagai salah satu syarat

menyelesaikan Praktikum Pemasaran Hasil Perikanan dan lulus Mata Kuliah
Pemasaran Hasil Perikanan.

Koordinator Asisten Asisten Pendamping

ROCHMAD WAHYU ILLAHI Desi Melinda Sari K

NIM. 125080401111041 NIM. 135080400111016

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 DAFTAR ISI
Lembar Pengesahan..........................................................................................i
Daftar Isi..............................................................................................................ii
Daftar Gambar....................................................................................................iii
Daftar Tabel........................................................................................................iv
BAB I. Pendahuluan ..........................................................................................1
1.1 Latar Belakang ..........................................................................................1
1.2 Perumusan Masalah ..................................................................................2
1.3 Tujuan ........................................................................................................2
1.4 Kegunaan Praktikum .................................................................................2
BAB II. Tinjauan Pustaka ..................................................................................3
2.1 Pengertian dan Konsep Pemasaran .........................................................3
2.2 Permintaan dan Penawaran ......................................................................3
2.3 Segmentasi Pasar .....................................................................................4
2.4 Perilaku Konsumen ...................................................................................5
2.5 Lembaga dan Saluran Pemasaran ............................................................5
2.6 Strategi dan Bauran Pemasaran ...............................................................6
2.7 Fungsi dan Biaya Pemasaran ...................................................................7
2.8 Margin Pemasaran ....................................................................................7
2.9 Keuntungan ...............................................................................................8
2.10 Efisiensi Pemasaran ..................................................................................9
BAB III. Metode Pelaksanaan ...........................................................................10
3.1 Lokasi dan Obyek Pemasaran ..................................................................10
3.2 Jenis dan Sumber Data .............................................................................11
3.3 Teknik Pengumpulan Data ........................................................................12
3.3.1 Observasi .......................................................................................12
3.3.2 Wawancara ....................................................................................13
3.3.3 Dokumentasi ..................................................................................13
3.4 Teknik Analisis Data ..................................................................................14
3.4.1 Analisis Deskriptif Kualitatif ............................................................14
3.4.2 Analisis Deskriptif Kuantitatif ..........................................................15
BAB IV. Hasil dan Pembahasan ......................................................................16
4.1 Analisa Deskriptif Kualitatif ........................................................................16
4.1.1 Deskripsi Kegiatan .........................................................................16
4.1.2 Permintaan dan Penawaran ..........................................................16
4.1.3 Segmentasi Pasar ..........................................................................17
4.1.4 Perilaku Konsumen ........................................................................17
4.1.5 Lembaga dan Saluran Pemasaran ................................................18
4.1.6 Strategi dan Bauran Pemasaran ....................................................18
4.2 Analisa Deskriptif Kuantitatif ......................................................................20
4.2.1 Biaya Pemasaran ...........................................................................20
4.2.2 Margin Pemasaran .........................................................................21
4.2.3 Keuntungan ....................................................................................22
4.2.4 Efisiensi Pemasaran ......................................................................23
BAB V. Penutup ................................................................................................24
5.1 Kesimpulan ................................................................................................26
5.2 Saran .........................................................................................................26
Daftar Pustaka ...................................................................................................27
Lampiran ............................................................................................................28

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 DAFTAR GAMBAR

Gambar 1. Lokasi Pemasaran ..........................................................................10

Gambar 2. Bagan Pemasaran Secara Langsung ...........................................18
Gambar 3. Bagan Pemasaran Secara Tidak Langsung .................................18

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 DAFTAR TABEL
Tabel 1. Daftar harga barang ...........................................................................19
Tabel 2. Biaya barang dijual secara langsung ...............................................20
Tabel 3. Biaya barang dijual secara dititipkan ...............................................20
Tabel 4. Biaya pemasaran total .......................................................................20
Tabel 5. Margin pemasaran ..............................................................................21
Tabel 6. Keuntungan .........................................................................................22
Tabel 7. Harga jual dan Total Revenue ...........................................................24

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