STRATEGI PEMASARAN USAHA BUDIDAYA IKAN LELE DALAM UPAYA MENINGKATKAN KESEJAHTERAAN MASYARAKAT (Studi Kasus Di Desa Podang Kecamatan Brondong Kabupaten Lamongan)

Abstract

               Reason this study aim to determine the marketing strategy of catfish farming in an effort to improve the welfare of the community by adding to increase catfish by controlling the development and harvesting of catfish business.The price is often unstable given by unilateral collectors to catfish business and the sale of the catfish business will affect the level of welfare to the people in Podang village. This type of research is used in descriptive, qualitative methods, data in this study were obtained from primary and secondary data. Data collection techniques used were observation, interviews, and documentation. The data analysis techniques are using qualitative analysis. The profile of catfish business consists of history and business development. Business management carried out in this business are interrelated starting from production to post-production which is influenced by several aspects, namely technical aspects, management aspects, marketing aspects, financial aspects. The IFAS analysis results obtained a value of 3.14 and EFAS obtained a result of 3.40.

Keywords: Catfish business marketing strategy, community welfare