Persepsi Masyarakat Terhadap Jual Beli Ikan Berbasis E-Marketing di Kota Banda Aceh

Abstract

Increasing public awareness, especially in terms of regulating healthy lifestyle patterns, is important to pay attention to in order to create a better living environment and away from various diseases, especially during a pandemic like today. In fact, based on the results of a survey conducted by Herbalife Nutrition titled 2020 Diet Decisions Survey, during the pandemic, 73 percent of Indonesians paid more attention to healthy lifestyles and took advantage of the pandemic as a momentum to change their lifestyle. Fish is one of the favorite side dishes for most people, fish is also a source of protein that is healthy for the body. As we know that fish marketing is often found in traditional markets and even in modern markets. However, in current conditions, the process of offline buying and selling activities involving many people has been limited by the government, resulting in less contact between fish traders and consumers in order to break the chain of spread of the corona virus in every area, including Banda Aceh City. The purpose of this study was to determine the perception of the people of Banda Aceh City towards e-marketing-based fish trading. This research was conducted in 2021 by involving 50 respondents as the sample in this study. The analytical method used is chi square analysis. Of the 3 categories used to measure respondents' perceptions, the results obtained are negative categories of 10 respondents, 16 respondents are neutral and 24 respondents are positive. So the public perception of the presence of e-marketing-based fish trading tends to be positive. Then the measurement of 2 variables, namely internal and external, the results show that the internal variable uses 2 indicators, namely the experience indicator with an output p-value of 0.003 < 0.05 (no effect) and a personality indicator with an output p-value of 0.230 > 0.05. (take effect). While the external variables also use 2 indicators, namely the quality indicator with the output p-value 0.157 > 0.05 (influential) and the performance indicator with the output p-value 0.003 < 0.05 (no effect).