The Role of Promotion in Increasing the Competitiveness of Aquaculture Businesses Biofloc Tilapia F16_AQUACULTURE
Keywords:
Promotion, Competitiveness, Tilapia Farming, Biofloc, Marketing Strategy
Abstract
This study aims to describe the role of promotion in increasing the competitiveness of biofloc tilapia fish farming business at F16_AQUACULTURE located in Makassar City. The approach used in this study is descriptive qualitative, with data collection methods through in-depth interviews and direct observation of business managers and employees. The results of the study indicate that the strategies implemented so far have focused more on product optimization and pricing, but there has been no planned and systematic promotion implementation. This has limited market reach and the absence of partnerships for large-scale product distribution. In today's digital era, promotion through social media and other digital platforms provides a huge opportunity to reach a wider consumer base. Promotional strategies such as collaboration with influencers, providing seasonal discounts, loyalty programs, and creating attractive promotional content are considered to be able to increase brand awareness and drive sales. Therefore, the implementation of a more adaptive and innovative promotional strategy is needed to strengthen the competitiveness and expand the F16_AQUACULTURE market amidst increasingly fierce competition.
References
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Tarigan, S. M. B., & Bangun, M. (2024). Tilapia Marketing Development Strategy in the Taoist Cage Trading Business in Medan City, Sumatra Province. JOURNAL OF CREATIVE AGUNG, 14(2), 250–259.
Umbara, F. W. (2021). User Generated Content on Social Media as a Business Promotion Strategy. Journal of Management Strategy and Business Applications, 4(2), 572–581.
Wahyuni, S., Nugroho, W. S., Purwantini, A. H., & Khikmah, S. N. (2021). The Influence of E-Commerce, Organizational Culture, the Use of Accounting Information Systems and Financial Literacy on the Performance of MSMEs in Magelang City. UNTIDAR Journal, September, 287–300. https://jurnal.untidar.ac.id/index.php/semnasfe2021/article/view/4479
Waruwu, M. (2024). Qualitative research approach: Concepts, procedures, advantages and roles in the field of education. Affects: Journal of Educational Research and Evaluation, 5(2), 198–211.
Zenia Rabbil, M., Arwani, A., Permata Sari, I., & Sandora, N. (2023). Digital Marketing Strategy for Bismatic MSMEs in the E-Commerce Era. Journal of International Marketing Management, 1(3), 124–134.
Zettira, S. B. Z., Febrianti, N. A., Anggraini, Z. A., Prasetyo, M. A. W., & Tripustikasari, E. (2022). Canva App Training to Increase Micro, Small and Medium Business Promotion Design Creativity. Journal of Abdimas Prakasa Dakara, 2(2), 99–105.
Atmaja, D., Nesmita, T. D., & Rijal, M. A. (2022). Analysis of the Feasibility of Tilapia (Orecrhromis niloticus) and Gourami Fish (Ospronemus gourami) Hatchery Business in Kutasari Village, Purbalingga Regency. Proceedings Series on Physical & Formal Sciences, 4, 212–219.
Dwijayanti, B., Totok, T., & Tannady, S. (2022). The role of promotion, Eco Friendly packaging and price in influencing customers' purchase decisions of milk coffee retail products. Journal of Citizenship, 6(3), 5223–5228.
Faradilla, M., & Hutasuhut, J. (2022). Analysis of Marketing Strategy in Catfish Cultivation Business in Pekan Tanjung Beringin Village, Tanjung Beringin District, Serdang Bedagai Regency. Journal of Management and Accounting Research, 2(2), 85–97.
Fikri, M., Erizon, N., Mulyadi, R., & Sari, D. Y. (2021). The Relationship of the Use of Video Learning Media to the Basic Learning Outcomes of Mechanical Engineering Design for Class X Students of the Department of Mechanical Engineering at SMK Negeri 1 Bukittinggi. Journal of Vocational Mechanics, 3(3), 50–57.
Firmansyah, A., Lestari, S., Puspitasari, I., Ramdaniah, D. N., Putri, V. L., Hastian, P. W., Sutarya, I. A., Kholik, W. A., Muhaedi, M. M., Hasan, M. Y., Nusantara, U. I., Bandung, K., & Barat, P. J. (2025). Marketing Strategy of MSME Products Through the Implementation of Digital Marketing in Ancolmekar Village. 4(1), 780–786.
Jatmiko, N. S. (2022). The Ideal Marketing Strategy in the Digital Era to Increase Sales of MSME Products. PLAQUE : Journal of Community Service, 4(2), 253. https://doi.org/10.30872/plakat.v4i2.8955
Kurniaji, A., Yunarty, Y., Anton, A., Usman, Z., Wahid, E., & Rama, K. (2021). Growth and consumption of tilapia (Oreochromis niloticus) feed maintained with a biofloc system. Tropical Aquaculture Science, 5(2), 197–203. https://doi.org/10.14710/sat.v5i2.11824
Kusumanti, I., Firdausi, A. P., Ramadhani, D. E., & Indriastuti, C. E. (2023). Socialization of Tilapia (Oreochromis niloticus) Business Potential in Nagrak Village, Cisaat Regency, Sukabumi. Agrocreative: Scientific Journal of Community Service, 9(2), 154–163.
Masrukhan, M., & Isnaini, R. K. (2025). Optimization of Digital Marketing Technology and Strategy in Increasing the Competitiveness of MSMEs Bakpia Wong Yogyakarta. 2020.
Munaeni, W., Aris, M., Darsan, I. M., Labenua, R., & Disnawati, D. (2022). Socialization and training in tilapia cultivation technology in the biofloc system in the Joint Business Group. Journal of Artificial Intelligence, 9(4), 1830–1838.
Munaeni, W., Aris, M., & Haji, S. A. (2022). Tilapia Cultivation Business of Biofloc System in Fitu Village, South Ternate District, North Maluku. Journal of Community Service of the Archipelago, 3(2), 660–668.
Muslimin, Zainuddin, M. Z., & Saputra, M. K. (2022). Marketing strategies to increase sales in MSME businesses are simple. South African Journal of Economics and Business, 3(2), 132–149. https://doi.org/10.54297/sjeb.vol3.iss2.338
Pebriana, A., Dudung, D., & Heryadi, D. Y. (2024). Development of Islamic Boarding Schools Through Entrepreneurship Programs for Islamic Boarding School Independence. Microbes: Journal of Plant Science, Agricultural Science and Technology, 1(3), 21–28.
Qomaruddin, Q., & Sa'diyah, H. (2024). Theoretical Studies of Data Analysis Techniques in Qualitative Research: Spradley, Miles and Huberman Perspectives. Journal of Management, Accounting, and Administration, 1(2), 77–84.
Riki, R., Kremer, H., Suratman, S., Ciptoputra, V. A. A., & Hazriyanto, H. (2023). The effectiveness of the use of social media in its role as a means of communication and product promotion. Journal of Cafeteria, 4(1), 98–105.
Ritonga, M. P., & Dewi, K. (2025). The use of social media data analysis to improve marketing performance. Journal of Communication, 3(1), 26–34.
Safsafubun, F. R., Undap, S. L., Salindeho, I. R. N., Manan, N. P. L., Watung, J. C., & Pangkey, H. (2023). Fluctuations in water quality parameters and floc development in tilapia (Oreochromis niloticus) cultivation with a biofloc system at BPBAT Talelu. E-Journal of Aquaculture, 11(2), 213–226.
Septiani, F., Arianto, N., & Anggraini, R. R. R. (2023). Assistance for Entrepreneurial Spirit and Competitiveness for Nomads/Urban in Jakarta, Bogor, Depok and Bekasi. Journal of South Tangerang Service [JURANTAS], 1(3), 94–99.
Silviah, S., & Ramadhika, A. (2024). Implementation of marketing strategies in increasing sales in MSMEs in Rumah Dodol Lembang. Journal of Economics and Business (EK and BI), 7(1), 57–64.
Solaiman, S., Maulida, R. T., Khotimah, K., Bunga, A. P., Setyaningrum, I., Alviana, V., Muna, L. F., Rahmawati, L., Aryanto, T., & Abdurosid, A. (2025). THE ROLE OF WEBSITES IN ENCOURAGING MSMES IN GONDOSULI VILLAGE TOWARDS A DIGITAL ECONOMY. Journal of Community Service Education, 4(2), 167–174.
Suryana, A. A. H., Nurhayati, A., Dewanti, L. P., Andhikawati, A., & Dewi, R. R. (2021). Mapping the Competitiveness of the Capture Fisheries Subsector in West Java Province. Scientific Bulletin of Marine Socio-Economics and Fisheries, 7(2), 115. https://doi.org/10.15578/marina.v7i2.8881
Tarigan, S. M. B., & Bangun, M. (2024). Tilapia Marketing Development Strategy in the Taoist Cage Trading Business in Medan City, Sumatra Province. JOURNAL OF CREATIVE AGUNG, 14(2), 250–259.
Umbara, F. W. (2021). User Generated Content on Social Media as a Business Promotion Strategy. Journal of Management Strategy and Business Applications, 4(2), 572–581.
Wahyuni, S., Nugroho, W. S., Purwantini, A. H., & Khikmah, S. N. (2021). The Influence of E-Commerce, Organizational Culture, the Use of Accounting Information Systems and Financial Literacy on the Performance of MSMEs in Magelang City. UNTIDAR Journal, September, 287–300. https://jurnal.untidar.ac.id/index.php/semnasfe2021/article/view/4479
Waruwu, M. (2024). Qualitative research approach: Concepts, procedures, advantages and roles in the field of education. Affects: Journal of Educational Research and Evaluation, 5(2), 198–211.
Zenia Rabbil, M., Arwani, A., Permata Sari, I., & Sandora, N. (2023). Digital Marketing Strategy for Bismatic MSMEs in the E-Commerce Era. Journal of International Marketing Management, 1(3), 124–134.
Zettira, S. B. Z., Febrianti, N. A., Anggraini, Z. A., Prasetyo, M. A. W., & Tripustikasari, E. (2022). Canva App Training to Increase Micro, Small and Medium Business Promotion Design Creativity. Journal of Abdimas Prakasa Dakara, 2(2), 99–105.
Published
2025-05-15
How to Cite
Pahrul, Tahir, S., & Asmayanti. (2025). The Role of Promotion in Increasing the Competitiveness of Aquaculture Businesses Biofloc Tilapia F16_AQUACULTURE. International Journal of Education, Vocational and Social Science , 4(02), 183-196. https://doi.org/10.63922/ijevss.v4i02.1775
Contact Person +6282139474255
Email : ijevss@citakonsultindo.or.id / editor.ijevss@gmail.com
