Survey on the Effects of Internet Technology in the Marketing Development of Betta Fish (Betta splendens Regan 1910) in the Muara Fish Market, Bandung City

Abstract

This fisheries sector can be used as a mainstay in overcoming the existing economic crisis. Aquaculture is part of fisheries and has quite potential in Bandung, especially ornamental fish cultivation. Ornamental fish in Indonesia has different types and commodities and also has high economic value in the fisheries sector. This is due to the increase in ornamental fish enthusiasts, both domestic and foreign has increased a bit, especially during the COVID-19 pandemic. Ornamental fish commodities from Indonesia have been able to compete to enter various existing markets. One of the ornamental fish favored by the public is the ornamental betta fish (Betta splendens). However, many traders are still confused about how to market their ornamental betta fish products, especially during the COVID-19 pandemic. The use of social media can be used as a marketing communication tool so that consumer awareness of ornamental fish can increase in both improving product image and ending in increasing of sales in ornamental fish.