Management Strategy of Muara Baru Modern Fish Market Strategi Pengelolaan Pasar Ikan Modern Muara Baru

To compete in the present and future, the newly constructed Muara Baru modern fish market, called Pasar Ikan Modern Muara Baru ( PIM Muara Baru), requires an effective management approach. This research aims to examine different management techniques for PIM Muara Baru utilizing a Strength, Weakness, Opportunity, and Threat (SWOT) analysis. The findings indicate that an aggressive strategy is required. Alternative management strategies include improving facilities and adding products sold at the food court, assigning special employees to promote and implement more intensive and innovative promotional activities on social media, collaborating with the government in optimizing Gemarikan (a national program to popularize eating fish), cooperating with online business partners and increasing merchants' capacity to transact online, adding facilities and improving the service quality. The outcomes of the alternative techniques are offered for PIM Muara Baru management to consider.


INTRODUCTION
In 2018, the Directorate General of Marine and Fisheries Product Competitiveness, which is called Direktorat Jenderal Penguatan Daya Saing Produk Kelautan dan Perikanan (Ditjen PDSPKP) of the Indonesian Ministry of Maritime Affairs and Fisheries, which is called Kementerian Kelautan dan Perikanan, launched a priority program for the development of a modern fish market in Muara Baru, Penjaringan, North Jakarta.The State-Owned Fisheries Company, called Perusahaan Umum Perikanan Indonesia (Perum Perindo), manages PIM Muara Baru.The construction of the fish market was in accordance with Presidential Instruction Number 7 of 2016 on the Acceleration of the National Fisheries Industry Development and Presidential Regulation Number 3 of 2017 regarding the Action Plan for Accelerating the National Fisheries Development.
The objectives of establishing the PIM Muara Baru are to increase fish consumption in Jakarta and its surrounding areas, to provide a place to buy and sell fish that is comfortable, clean, meets sanitation and hygienic standards, and offers highquality, safe-for-consumption, continuous, diverse, and affordable products, to develop fishery business centers and its supporting industries, to develop promotional and educational sites and tourism destinations for the marine environment.Without effective management, a business cannot operate without difficulty (Kingofong & Setiawan, 2013).The organization must be able to establish a management system and a set of standards that must be applied through collaboration with several partners.With these principles, the organization is intended to operate sustainably and give several advantages to its stakeholders.
Due to rising rivalry with other businesses in Indonesia, the newly constructed PIM Muara Baru requires proper management.Technological advancements and the ever-increasing quality demands of customers have led to strong competition among the company.The PIM Muara Baru must be managed with a proper plan to ensure its survival and competitiveness in the present and the future.Good management also affects the company's standing relative to its rivals.Strategic priorities for accomplishing shortand long-term company objectives will affect a company's revenue (Naelana & Istiyanto, 2019).The appropriate strategy is required to adapt the company's internal strengths to its external environment (Rahayu & Retnani, 2016).
Analysis of Strengths, Weaknesses, Threats, and Opportunities (SWOT) can be utilized to find the optimal management strategy for PIM Muara Baru.This approach presupposes that a successful plan can maximize strengths and opportunities while minimizing weaknesses and dangers.SWOT analysis can be utilized to establish strategies for future global success (Aslan et al., 2014).).This study aims to assess various PIM Muara Baru management techniques using SWOT analysis.Management of PIM Muara Baru can use the generated strategic possibilities to compete in the present and the future.

METHODS
This study employed a quantitative descriptive methodology to explain and describe the conditions and circumstances of the research object during a 15-months period.PIM Muara Baru, located in Muara Baru, Penjaringan, North Jakarta, was the object of the study.This research collected both primary and secondary data.Observation and interviews with traders, customers, and managers yielded the key data.This research was supported by secondary data acquired from scholarly journals, books, and archives.

Respondents
There were two categories of respondents in this study.The first group was polled to gather information regarding the PIM Muara Baru.This data was utilized to identify internal and external influences.The second group was to establish the weight and rating of each factor.The first respondents were merchants (based on the number of 868 active fish-selling stalls at PIM Muara Baru), customers, and managers.The Slovin equation (Firdaus, 2021) was utilized to determine the number of sample merchants as follows: n= N 1+Ne 2 (1) where: n = number of samples N = total population E = error rate (10%) Based on equation (1), 90 merchant respondents were counted.The sample respondents from merchants were selected using a straightforward random sampling technique.The research population unit had the same chance of being selected as the sample under the basic random sampling strategy for sampling selection (Triyono, 2003).
The total population of PIM Muara Baru customers was unknown, so the sample of respondents from customers was calculated using the Paul Leedy equation as follows (Anshori & Iswati, 2019) ] 2 (P)(P-1) (2) where: n = sample size Z = confidence interval (95% or α = 5%) = 1.96 e = sampling error (10%) P = proportion in population (50%) A sample error of 10% was applied to accommodate for errors.This error rate was chosen because of the research's time and budgetary restrictions.Estimating population proportions using proportion is a common practice in research.Comparing an event's incidence to all possible events is how proportion is defined.The researchers used a proportion of 50% or 0.5 because it was unclear how many customers were included in the study's population; according to Fakultas Ekonomi dan Bisnis(2014), if this is the case, the proportion is assumed to be equal to 0.5.
Based on equation ( 2), 96 customer respondents made up the sample for this study.An incidental sampling strategy was used to choose the customer respondents; respondents were sampled only if they were appropriate as data sources (Jasmalinda, 2021).Data from merchants were collected using a questionnaire that asked them about the state of the market, how satisfied they were with the service, and how well-versed they were in handling fish.Answers on the rating scale from 1 (strongly disagree) to 4 on a Likert scale (strongly agree).Using Microsoft Excel and the Pearson Product-Moment Correlation Coefficient (= r), the validity of the research questionnaire was evaluated.If the r-value is greater than the value listed in the r-value table, the survey is genuine (Shabila et al., 2020).The study's questionnaire was legitimate because the calculated r-value was 0.8733, and the r-value table was 0.1689.
Eight respondents were requested to weigh and score each SWOT factor, including 3 from the PIM Muara Baru management, 3 from the Ditjen PDSPKP companion team, and 2 from the merchants' organization at PIM Muara Baru, which is called Persatuan Pedagang Hasil Laut Pasar Ikan Modern (PHALPIM).

Data Analysis
The Internal Factor Analysis Summary (IFAS) and External Factor Analysis Summary (EFAS) values, as well as the SWOT matrix, were calculated using the internal and external factor data from the aforementioned questionnaires.The opportunities and threats encountered were then described using the SWOT matrix, which was then modified based on the strengths and weaknesses held.The Strengths -Opportunities (SO) strategy, Weakness -Opportunities (WO) strategy, Strengths -Threat (ST) strategy, and Weakness -Threats (WT) strategy are four strategies that managers can build using the SWOT matrix (Wardoyo, 2011;(Amalia et al., 2012).The outcomes of this investigation were anticipated to be taken into account in choosing alternative PIM Muara Baru management solutions.
Internal factor analysis identified the strengths and weaknesses factors of PIM Muara Baru, while analysis of external factors identified factors of opportunities and threats faced by PIM Muara Baru.Each factor was weighted on a scale of 5 (very important), 4 (somewhat important), 3 (average important), 2 (somewhat unimportant), and 1 (very unimportant).The determination of this weight value was based on the importance level of the factor for PIM Muara Baru.The final weight of each internal factor was calculated using the following equation: (3) where: WIj = final weight of the jth internal factor WIij = the weight of the i-th respondent's assessment on the j-th internal factor k = the number of total internal factor (strength and weakness) The final weight of each external factor was calculated using the following equation: where: WEj = final weight of the jth external factor WEij= the weight of the i-th respondent's assessment on the j-th external factor n = the number of total external factor (opportunity and threat) Each factor was then given a rating.Positive factors (strengths and opportunities) were rated on a scale of 4 (very strong) to 1 (very weak).Negative factors (weaknesses and threats) were rated on a scale of 1 (very strong) to 4 (very weak).The weight was then multiplied by the rating to obtain the weighted score for each factor.Each factor's weighted score was added to obtain the total score.

Internal and External Factor Analysis
The analysis results of internal factors were strengths and weaknesses, while external factors were opportunities and threats at PIM Muara Baru. Strengths This factor included internal strengths that drive business development.The strengths possessed by PIM Muara Baru are: 1. Foodcourt facilities are available A food court is available at PIM Muara Baru and situated on the second floor of the market building.There are many merchants providing prepared foods and beverages in the food court.
The food court offers fish cooking services, with customers purchasing their ingredients from the PIM Muara Baru fish market.

Various types of fish sold
Various types of marine and freshwater fish species are offered for sale at PIM Muara Baru.More types of fish are offered in PIM Muara Baru than at other fish markets in the Jakarta region.

The freshness of the fish offered is assured
The average organoleptic value of fresh fish sold at PIM Muara Baru was 7.7 (standard value is ≥7), and the average Total Volatile Base (TVB) value of fish at PIM Muara Baru was 27.5 (standard ≤30 mg /100g) (Erlinda, 2019).

Strategic location
PIM Muara Baru is located in the Ocean Fisheries Port area, which is called Pelabuhan Perikanan Samudra (PPS) Nizam Zachman.This PPS has a high fishery production value.
In 20202, PPS Nizam Zachman Jakarta produced 72,105.88tons of fish (Direktorat Jenderal Perikanan Tangkap, 2020).The most well-known auction house, which is called Tempat Pelelangan Ikan (TPI) in Jakarta is TPI Muara Baru, located in the PPS Nizam Zachman area and has a facility for both marine and freshwater fish cold storage (Zulaihah et al., 2018).PIM Muara Baru merchants may more easily get raw materials because PIM Muara Baru is close to TPI Muara Baru. 5.The fish price is lower than other fish markets Several other fish markets in the Jakarta vicinity charge a higher price for the fish offered at PIM Muara Baru.The ceaper pricing is because PIM Muara Baru is a wholesale and retail fish market whose primary suppliers are local fishermen and cold storage facilities nearby.For resale, fish merchants in a number of markets close to Jakarta purchase fish from PIM Muara Baru.Even fish shops from West Java's Depok and Bogor regions purchase fish from PIM Muara Baru.

Poor fish handling
Fish handling practices at PIM Muara Baru are deemed to be wholly unsuitable.Fish merchants eat, drink, and smoke in the fish handling area.Insects and nuisance animals roam the area.The fish merchants disregarded cleanliness and the cold chain when handling fish.Fish handling equipment is not kept clean.Fish handling waste is scattered throughout the fish-handling area.The sales stall height is only 10 cm above the floor.Toilets are directly connected to the fish handling area.4. Currently not supporting online sales Fish purchases online are not currently available from PIM Muara Baru.Avoiding an uncomfortable market environment, not having to travel to the sales place, and convenience of the transaction are some benefits of online shopping (Lestari, 2015).

Uncomfortable fish merchant location
The PIM Muara Baru selling point is situated behind the main building.Due to the active operations of the merchants and buyers, the areas where fish are sold are muddy, slippery, smelly, and crowded.Both buyers and merchants are unaware of the need for cleanliness and hygiene preservation.Customers find it uncomfortable to purchase fish because of this situation.6. Merchants' ignorance of supporting management actions Many fish merchants at PIM Muara Baru disregarded the manager's directives.In terms of keeping things clean, merchants' understanding is lacking.Even though the management has provided trash bins, garbage and handling waste are irresponsibly disposed.This circumstance results from the merchants' sole reliance on janitors.Additionally, many fish traders are also in arrears in paying the rent for their stalls.The stall rental cost climbed nearly four times before it was moved, according to Solihin et al. (2020), which led to several dealers falling behind on their rent payments.Prior to the market's relocation, stall rentals were IDR 125,000 per month, whereas stall rentals following the market's relocation cost IDR 440,000 per month.

Promotion is not maximized
From the interview with customers, most customers visited PIM Muara Baru for the first time and knew about PIM Muara Baru from friends or family.This result means that the promotion of PIM Muara Baru through the mass media yet to be maximized.

Government support
Government support is beneficial to PIM Muara Baru's development.This support comprises the development of the market, a support team from the Ditjen PDSPKP, and support for merchant equipments (scales, boots, aprons, gloves, and fiber).5. Ease of transportation PIM Muara Baru is easy to reach with adequate road infrastructure conditions.6. Ease of internet access The government's facilitation of internet access makes it simpler for customers to find information about PIM Muara Baru.

Threats
Threats are outside forces that may impede the company's ability to operate successfully.Threats faced by PIM Muara Baru are: 1.Competition in the Jakarta region with the Muara Angkefish wholesale and modern fish markets The primary rival of PIM Muara Baru is Muara Angke Fish Market.There are more than 500 fish merchants in the wholesale fish market in Muara Angke.Because Muara Angke Fishery Port fishermen provide the fish for the Muara Angke Fish Market, the price of the fish there is less expensive than at PIM Muara Baru.Additionally, because the Muara Angke fish market has been open longer than the PIM Muara Baru, more customers are familiar with it than the PIM Muara Baru.
While the fish merchants at PIM Muara Baru have not yet done so, the Muara Angke fish market has offered online sales as well.

Similar businesses that serve online sales
The Muara Angke fish market is one of many fish merchants in the Jakarta area that sells fish online.Fishmarket.id,Shopee, and Tokopedia are three online retailers that offer online sales.
Customers can use the application to order fish from the specified category, and the merchants will ship the fish to their address.PIM Muara Baru currently does not offer online sales.However, it may do so in the future when an application provided by PIM Muara Baru is available, allowing customers to purchase fish without having to visit PIM Muara Baru. 3. The road in front of PIM Muara Baru is flooded during heavy rains Floods in front of PIM Muara Baru frequently occur during heavy rains for a lengthy time.
Customers feel uneasy and find it difficult to visit PIM Muara Baru when there is a flood on the road in front of it.

IFAS and EFAS Matrix
The identified strengths, weaknesses, opportunities, and threats were scored using a weighting and scoring system.Utilizing the IFAS and EFAS matrices shown in Tables 2 and 3, weighting and rating are conducted.
The difference between the strength factor score (2,240) and the weakness factor score (0.893) is 1,347, as shown in Table 2.This finding indicates that the strength factor supports PIM Muara Baru's management plan.Prioritized strengths and weaknesses must be determined for the PIM Muara Baru management.Prioritization is determined by identifying the factorwith the greatest score (above average).The average score for the strength factor is 0.249, while the average score on the weakness elements is 0.128.
The availability of food court facilities, various types of fish sold, PIM Muara Baru's status as a wholesale and retail market, strategic location, well-maintained market security, the guaranteed freshness of fish sold, and the price of fish is lower when compared to other fish markets are strength factors prioritized for successfully managing PIM Muara Baru.The lack of substantial promotion is PIM Muara Baru's management primary area of weakness.
As can be seen in Table 3 there is a 1.659 point difference between the opportunity factor score (2.341) and the threat factor score (0.682).As demonstrated by this outcome, the opportunity factor supports PIM Muara Baru's strategic approach.The PIM Muara Baru management must decide which opportunity and threat aspects are most important.Searching for each factor's highest score helps establish priority (above average).While the threat factor receives an average score of 0.227, the opportunity factor receives an average score of 0.390.Priority opportunity factors in the successive management of Muara Baru PIM are increasing fish consumption rates, government support, great potential in fishery production and raw material suppliers, and ease of transportation.Prioritized threat factors in the management of PIM Muara Baru are similar businesses that serve online sales.
Next, the outcome of the IFAS and EFAS matrix analysis are plotted on the SWOT diagram, as shown in Figure 1.The strategic position management of PIM Muara Baru is then determined using the difference between the strength score (2.240) and the weakness score (0.893), as well as the opportunity score (2.341) and threat score (0.682).Because the strength value is higher than the weakness value and the opportunity value is greater than the threat value, this location is at the intersection of the two differences in quadrant one (1.347,1.659).According to Primadona & Rafiqi (2019), the SWOT diagram consists of 4 quadrants: quadrant 1, quadrant 2, quadrant 3, and quadrant 4. Quadrant 1 is favorable since it it indicates that the company's established growth strategy includes both strengths and opportunities (growth-oriented strategy).The company confronts a variety of threats   threats in the quadrant 2, yet it retains internal strength.Quadrant 2 employs a diversification strategy to take advantage of long-term possibilities by leveraging strengths.In the quadrant 3, the business is confronted with large market opportunities and some internal weaknesses.The strategy in quadrant 3 is to reduce the company's internal issues in order to seize a better market opportunity (turnaround).Quadrant 4 is an unfavorable condition.
Companies face various internal threats and weaknesses.The strategy applied to quadrant 4 is to take action to save the company from more enormous losses (defensive).
The result of the SWOT diagram suggests that the market position is in quadrant 1.This result indicates that PIM Muara Baru is in an extremely advantageous position.PIM Muara Baru possesses potential and qualities that can be maximized.The most effective strategy in this Management Strategy of Muara … Industria: Jurnal Teknologi dan Manajemen Agroindustri 11(2): 177-189 (2022) circumstance is to adopt an aggressive growth policy.

SWOT Matrix
The SWOT matrix shown in Table 4 reveals a number of alternate management techniques PIM Muara Baru can use.The SWOT matrix's factors are the ones that have the most weight.They have scores that are higher than average for certain elements, such as "promotion is not maximized," which has a value of 0.152, higher than the average for the weakening component (0.128).Alternative strategies for managing PIM Muara Baru through a combination of alternative strategies in the SWOT matrix are as follows: 1. SO strategy (strengthsopportunities) This strategy was developed by utilizing strength to take advantage of opportunities (Wardoyo, 2011).Making the most of the food court's amenities and services is an alternative strategy.One of the main benefits for customers taking a culinary tour at PIM Muara Baru is the food court.Nowadays, it is considered more practical and necessary for pleasure following a day of activities, therefore, eating out has become a culture.Especially during holidays, PIM Muara Baru's food court is constantly crowded with guests holding business meetings or just socializing with friends and family.The management needs to make the most of the food court's various amenities, including offering a designated location for sitting on the clean and pleasant floor, an area that is not exposed to rain and dirt, or smoke when the fish merchants grill, among other things.These must be completed in order for customers to feel more satisfied and relaxed in the food court.Additionally, managers need to maximize the services they offer, by expanding the food court's menu to include items like diversified fishery products and trending drinks.In order to increase customer satisfaction in the food service industry, it is critical to provide a welcoming environment and a pleasant customer experience (Novrianto, 2016).This strategy is created by using strength to overcome threats (Wardoyo, 2011) business partners to expand the merchant's ability to conduct online business.Business are encouraged to behave creatively and innovatively by the current commercial competitiveness, for as by putting an online shopping system in place.The benefit of using an online shopping system is that costumers no longer need to have extra time to travel their to a store and spend money on transportation.People who reside in large cities can greatly benefit from this online purchasing method since it allows them to avoid the stress that comes with being stuck in traffic.To find the things they need to purchase, customers merely need to switch on their internet access and visit an online shop's website (Lestari, 2015).A system for online shopping has not yet been created by PIM Muara Baru.At this time, PIM Muara Baru's product sales operations exclusively rely on customers who come to the market directly to buy fish in retail or wholesale.
The PIM Muara Baru fish shopping system needs to be modernized.Managers can work with well-known online company partners like Gojek and Grab that are popular with customers.To make online transactions simpler, managers must also improve the merchants' competence to transact online by coaching, training, supervising, or assisting merchants.4. WT Strategy (weaknesses-threats) This strategy is created by minimizing weaknesses and avoiding threats (Wardoyo, 2011).Alternative strategies that can be implemented are: a. PIM Muara Baru can use technology to improve online customer care quality.In order to boost customer satisfaction, PIM Muara Baru must improve the quality of its services.When customers who purchase fish at PIM Muara Baru for the first time are happy, a good relationship will be developed.This customer satisfaction may also form the basis for repeat purchases and recommendations from satisfied customers to PIM Muara Baru.Information technology offers several advantages when used in business processes, including time savings, improved operations and quality, ease of use, and continual development at the lowest feasible cost (Fianty, 2017).PIM Muara Baru can create a website to raise the caliber of its services.Nowadays, customers prefer to review products online before going to a store to buy them (Harminingtyas, 2014).Costumers can learn more about PIM Muara Baru by visiting its website, including the amenities supplied, the sort of fish sold, the fish price offered, the discounts, and events hosted at PIM Muara Baru.Customers can also send suggestions, complaints, or customer feedback via the PIM Muara Baru website.
It would be wise to include a chat feature on the website so that customers may ask for additional information if necessary.b.To attract customers, the management may provide discounts on products sold at PIM Muara Baru.The price reductions are anticipated to stimulate customers' interest in purchasing, resulting in a willingness on their part to transact for the products available at PIM Muara Baru.Discounts offered by the business to market their products will encourage the customer to purchase them (Putra et al., 2016).PIM Muara Baru might also hold competitions with prizes for marketing purposes.For instance, post cooking competitions using PIM Muara Baru products, photo or video contests, or other exciting competitions on specific days to each participant's social media.

CONCLUSIONS
The SWOT analysis results in this study recommend eight alternative management strategies that can be applied at PIM Muara Baru.The strategy used leads to an aggressive growth policy (aggressive strategy).The PIM Muara Baru management is expected to consider and implement these alternative strategies to manage PIM Muara Baru.

Figure 1 .
Figure 1.SWOT Diagram of PIM Muara Baru Management Strategy

Table 1 .
Table 1 compares the cost of fish at PIM Muara Baru with those at other fish markets in the Jakarta region.6. Modern market building The PIM Muara Baru's construction project replaced the previous market environment into a more contemporary one.The facilities at PIM Muara Baru are a food court, lobby, ATMs, information desk, mosque, garden, escalator, lift, toilets, hand washing stations, and management office.The main building of PIM List of fish prices in several market around Jakarta Muara Baru is a three-story structure with a luxury and modern look, making it a distinctive attraction for customers to purchase fish at PIM Muara Baru.7. Well-organized market security Security personnel includes personnel from Perum Perindo and a local security agency called Pasukan Pengaman Masyarakat Swakarsa (PAM Swakarsa).PAM Swakarsa helps Perum Perindo security in ensuring the security and comfort of stakeholders and customers at PIM Muara Baru.8. Events are often held Cooking competitions, product displays, free food distributions, and religious events are regular events at PIM Muara Baru.One of the goals of this activity is to further present PIM Muara Baru to the community.9. PIM Muara Baru as a wholesale and retail market Wholesale and retail purchases are available from the fish merchants at PIM Muara Baru.Groups of fish merchants from conventional markets, fish merchants on the go, restaurants, Opportunities are the factor that PIM Muara Baru can utilize to increase business.PIM Muara