Analysis of the Market Chain of Tilapia Fish with Floating Net Bag Cultivation in Lake Batur, Kintamani, Bangli

The fish cultivation business using the floating net bag (KJA) system has undergone series of growth over a long time. This method is widely used by fish farmers in Lake Batur, Kintamani, Bangli. Despite all the various developments, a major problem that persists is the fact that after production, the farmers are yet to fully maximise the marketing system. Based on this background, the purpose of this study was to find out the marketing chain system in the business models and its margins through the means of surveys. The study location was determined through purposive sampling involving 26 tilapia fish farmers using the KJA system in Lake Batur, Kedisan Village, Kintamani, Bangli. In addition, the snow ball sampling technique was used to trace the marketing institutions involved in the process of marketing. The results showed that all the fish farmers' products were distributed by retailers, hence, the marketing chain system was only through one market channel. This was mainly from the farmers, then distributed directly to the retailers with a margin of Rp. 3,000 - up to Rp. 8,000 per kilogram of fresh fish. However, the share or price received by these farmers was between 90 to 77%. Therefore, it is recommended that the fish farmers distribute their products to local retailers.