DIVERSIFICATION STRATEGY OF BILIH FISH PRODUCTS, SPECIAL TO LAKE SINGKARAK TO IMPROVE MARKET COMPETITIVENESS AND TOURISM ATTRACTIVENESS

Ira Desmiati; Siti Aisyah; Indira  karina; Abdullah  Munzir

doi:10.52802/aicp.v1i1.1213

Ira Desmiati Universitas Nahdlatul Ulama Sumatera Barat
Siti Aisyah Universitas Nahdlatul Ulama Sumatera Barat
Indira karina Universitas Nahdlatul Ulama Sumatera Barat
Abdullah Munzir Universitas Bung Hatta

DOI: https://doi.org/10.52802/aicp.v1i1.1213

Keywords: Keywords: Bilih Fish, Product Diversification, Market Competitiveness, Tourist Attraction.

Abstract

Singkarak Lake as a leading tourist destination in West Sumatra, has great potential in processing bilih fish, but POKLAHSAR Jaso Danau faces challenges in increasing product competitiveness. This research aims to analyze the conditions of bilih fish production and processing by POKLAHSAR Jaso Danau, develop product diversification strategies to increase market competitiveness, and provide recommendations based on the results of the analysis. The methods used include a SWOT analysis to identify the strengths, weaknesses, opportunities, and threats faced by the group, as well as a survey to collect data on the production and processing processes. The results of the research indicate that POKLAHSAR Jaso Danau has the potential to diversify bilih fish processed products, but is still hampered by a lack of skills, unstructured management, and limited marketing. Recommended diversification strategies include the development of new products such as shredded and bilih fish crackers, as well as the application of digital marketing techniques to increase product accessibility. With the implementation of these recommendations, it is hoped that the market competitiveness of bilih fish products can increase, and the tourist attraction of Singkarak Lake will be further enhanced. This research provides an important contribution to the development of the local economy through the optimization of the potential of fisheries and tourism resources in the area.

Keywords: Bilih Fish, Product Diversification, Market Competitiveness, Tourist Attraction.

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DIVERSIFICATION STRATEGY OF BILIH FISH PRODUCTS, SPECIAL TO LAKE SINGKARAK TO IMPROVE MARKET COMPETITIVENESS AND TOURISM ATTRACTIVENESS

Abstract

References

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