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 ecommerce company in the fisheries sector. This research uses a descriptive qualitative approach. The subjects in this research are ecommerce 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