International Journal of Advanced Engineering, Management and Science (IJAEMS) Peer-Reviewed Journal ISSN: 2454-1311 | Vol-7, Issue-10; Oct, 2021 Journal Home Page: https://ijaems.com/ Article DOI: https://dx.doi.org/10.22161/ijaems.710.2 This article can be downloaded from here: www.ijaems.com 18 ©2021 The Author(s). Published by Infogain Publication. This work is licensed under a Creative Commons Attribution 4.0 License. http://creativecommons.org/licenses/by/4.0/ Margin Analysis of Marketing, Julung-Julung Fish (Hyporhamphus Affinis), in Kinabuhutan Village, West Likupang District, North Minahasa Regency Siti Suhaeni; Srie J. Sondakh; Olvie V. Kotambunan Faculty of Fisheries and Marine Sciences, University of Sam Ratulangi Manado, Indonesia Corresponding Author: sitisuhaeni@unsrat.ac.id Received: 16 Sep 2021; Received in revised form: 10 Oct 2021; Accepted: 16 Oct 2021; Available online: 24 Oct 2021 Abstract— The purpose of this study was to determine the number of marketing channels and the amount of margin in each marketing channel to determine the efficiency of marketing and the added value received by each marketing actor of Julung-Julung fish in Kinabuhutan Village. The population in this study were fishermen catching julung-julung fish, fish processors, middlemen and retailers. Data was collected using the census method for fishermen and fish processors, while traders used purposive sampling. The data collected in the form of primary data and secondary data. Primary data collection techniques with observation and interviews. The data obtained were analyzed using quantitative descriptive analysis and qualitative descriptive analysis. Quantitative descriptive analysis using marketing margin analysis. Based on the research results, it is known that there are only 2 marketing channels for fresh julung-julung fish in Kinabuhuta Village, namely from fishermen to consumers and from fishermen to fish processors. Both channels have a marketing margin of 0 which means that the channel is efficient because the price paid by consumers is the same as that received by fishermen. The marketing channels for smoked Julung- Julung fish are 4 marketing channels with marketing areas, Kinabuhutan, Likupang, Bitung, Airmadidi, Manado and Tomohon. Based on the results of the margin analysis, it is known that the farther the distance between producers and consumers, the longer the marketing channel and the larger the marketing margin, making it more inefficient. In this study, the marketing channel no. 1 with the marketing area to Tomohon is inefficient because the price paid by the final consumer is the most expensive so that the largest marketing margin is Rp. 12,000,-. While the most efficient which is marketed in the production area is channel 4 because the margin is 0. The added value received by fishermen is Rp. 4,500, -. Per 20 fish, the fish processing producer is Rp. 7,850,-, while the middlemen and retailers vary according to the marketing area. The lowest marketing costs are those that are marketed in the production area in Kinabuhutan, namely 0 and the largest is the farthest, Tomohon. Keywords— Julung-Julung fish, Marketing margin, Kinabuhutan. I. INTRODUCTION Problems in the field of marketing that need immediate attention are related to efficiency and marketing margins for fishery products especially capture fisheries. Fishermen have had a low bargaining position compared to middlemen who have market information. The greater the difference between the price at the fisherman's level and the price paid by the final consumer is an indication that the marketing channel is increasingly inefficient and the fisherman receives a smaller share. The family's economic limitations require women fishermen, including their children, to work in coastal areas. Kinabuhutan is a village located on a small island in the West Likupang sub-district, North Minahasa Regency, North Sulawesi Province. The majority of the residents of Kinabuhutan Village work as fishermen, so that the people