Effectivity of E-Commerce Marketing on Fisheries Sector Companies

The extraordinary development of information
technology, as well as the convergence that accompanies it, has
created a digital revolution in e-commerce-based marketing
communications activities. E-commerce is a buying and selling
mechanism using the internet as a means of transactions where
buyers and sellers meet in cyberspace. This research aims to find out
1) what are the forms of marketing communication activities and 2)
the differences in marketing communication activities of each e-
commerce company in the fisheries sector. This research uses a
descriptive qualitative approach. The subjects in this research are e-
commerce companies in the fisheries sector, namely Ikan Segar
Indonesia, Indofishery.id, Nalayan.id, and Aruna.id. The data source
used is secondary data, sourced from Facebook, Instagram, Website,
and YouTube for 3 months, from June to August 2020. The results of
the analysis show that e-commerce-based fishery companies carry
out fisheries communication activities in the form of advertising,
sales promotions, public relations, and publicity, as well as direct
sales. Each e-commerce-based fishing company has differences in
carrying out marketing communication activities. The Ikan Segar
Indonesia Company has further optimized its marketing
communication activities in advertising by 187 activities. The
Aruna.id company further optimized its marketing communications
activities in public relations and publicity by 143 activities. The
Indofishery Company further optimizes marketing communication
activities in direct sales. Nalayan.id, like Aruna.id, optimize
marketing communication activities in public relations and publicity,
although not as much as Aruna.id, namely only 45 activities.