Fish Marketing Efficiency for Sustainable Coastal Resource Management: A Comparative Study of Tangkahan Belawan and Tanjung Balai, North Sumatra

Abstract

The capture fisheries sector plays an important role in supporting food security, coastal livelihoods, and sustainable marine resource management. One factor influencing fisheries sustainability is the efficiency of fish marketing systems, particularly post-harvest handling and distribution. This study analyses and compares fish marketing efficiency in Tangkahan Belawan and Tanjung Balai, North Sumatra Province, and examines how differences in post-harvest handling systems influence marketing performance and sustainable fisheries management. We collected data from 100 respondents, including boat owners, wholesalers, retailers, and consumers, using snowball and convenience sampling. We used descriptive qualitative and quantitative approaches to analyze marketing channels, marketing costs, marketing margins, fishers’ share, and marketing efficiency across six fish commodities. The results show that fish marketing in Tanjung Balai was consistently more efficient than in Belawan, as indicated by lower marketing efficiency values and marketing costs across all commodities. Marketing costs averaged Rp7,297/kg in Belawan and Rp5,307/kg in Tanjung Balai. This difference mainly reflected Tanjung Balai's frozen fish marketing system, which reduced handling intensity, ice requirements, and distribution costs. In contrast, fresh fish marketing in Belawan required higher operational costs to maintain product quality. This study's novelty lies in showing that differences in post-harvest handling systems can affect fish marketing efficiency even when marketing channel structures are similar. Improving post-harvest handling, storage, and distribution efficiency can reduce post-harvest losses, enhance economic returns, and minimize pressure on fish resources without increasing fishing intensity. Thus, strengthening fish marketing systems through appropriate post-harvest management can complement production-oriented fisheries policies and support sustainable fisheries and coastal resource management.