Koi Fish Cultivator Marketing Strategy During The Pandemic In Ciseeng, Bogor Regency


  • Sholikatus Sa'diyah Faculty of Adab and Humanity UIN Syarif Hidayatullah Jakarta
  • Agus Rifai Faculty of Adab and Humanity UIN Syarif Hidayatullah Jakarta
  • Imam Subchi Faculty of Adab and Humanity UIN Syarif Hidayatullah Jakarta




The Covid-19 pandemic has had an impact on various sectors in
Indonesia. One of the sectors affected is koi fish farming in
Ciseeng, Bogor Regency. This study focuses on the strategies used
by ornamental koi fish cultivators in Ciseeng, Bogor Regency
during the Covid-19 pandemic. The research methodology used by
the researcher is a qualitative method with a three-month field
study from August to October 2021. By using participatory
observation and in-depth interviews as data collection methods,
plus purposive sampling method as a subject determination. The
results of this study are; During the pandemic, koi fish farmers in
Cibogo Village, Ciseeng, Bogor Regency do side jobs to maintain
and increase income. The side jobs carried out by the cultivators
include being construction workers, as well as other fish farming.
During the pandemic, only one farmer tried to market online,
while the other 14 did traditional marketing. This is because the
cultivators do not receive marketing strategy training or assistance
from the local government


Download data is not yet available.


Amelia, Rizky. "Performance of the Agricultural Sector on the NTB Economy during the Covid-19 Pandemic."

ESA: Journal of Islamic Economics 3.2 (2020): 264-279.

Andriani, Yuli, et al. "Improving the Quality of Koi Fish (Cyprinus carpio) in the PBC Fish Farm Group in

Cisaat District, Sukabumi." Agrocreative: Scientific Journal of Community Service 5.1 (2019): 33-38.

Anggito, Albi, and Johan Setiawan. Qualitative research methodology. CV Jejak (Jejak Publisher), 2018.

Baeha, Sharif Hidayar Tullah. The Strategy for Business Development in the Fisheries Sub-Sector for

Ornamental Fish Cultivation of Koi (Cyprinus Carpio) in Kemloko Village, Glegok District, Blitar Regency.

Diss. University of Muhammadiyah Malang, 2019.

Cahyono, Inka Kris Dwi, et al. "E-Commerce-Based Fish Cultivation SME Market Segment Using Fishket

Applications in the 4.0 Revolution Era." National Seminar on Suboptimal Land. No. 1. 2020.

Elvin, Elvin, and Wahyu Budi Priatna. "Koi Fish Marketing Analysis (Case in Babakan Village, Ciseeng

District, Bogor Regency)." Agribusiness Forum: Agribusiness Forum. Vol. 8. No. 1. 2018.

Hassan, Yasir. "Koi Fish Type Determination Application Based on Android Based Color Composition

Reading." Journal of Informatics Management and Information Technology 1.1 (2020): 39-47.

Harliana, Harliana, et al. "Online Marketing Development Training on Blitar Koi Fish Cultivation." JAMU:

Journal of Community Service UMUS 1.02 (2021).

Hong, Philip Young P., et al. "Psychological Self-Sufficiency: An Empowerment-Based Theory for Workforce

Training and Adult Education." (2019).

Prosperous, Ardyansyah. "Implementation of the Village Fund Allocation Policy (Add) in Empowering the Poor

in Mattiro Bulu Subdistrict, Pinrang Regency." Journal I La Galigo| Public Administration Journal 3.2 (2020):


Moleong, Lexy J. Qualitative research methodology. PT Youth Rosdakarya, 2021.

Moran, Thomas E., Danette C. Gibbs, and Lauren Mernin. "The empowerment model: Turning barriers into

possibilities." Palaestra 31.2 (2017).

Nugroho, Bagus Dwi, and Hartrisari Hardjomidjojo. "Strategies for the cultivation of freshwater consumption

fish and freshwater ornamental fish in the Posikandu Partner group, Bogor Regency." SME MANAGEMENT:

Journal of Small and Medium Industry Development Management 12.2 (2017): 127-136.

Ramadhani, Tiara. "Community-Based Empowerment Through Micro, Small and Medium Enterprises (MSMEs)

(Case Study of the Kritcu BaBe Maker Group in Batu Behole Village)." RESIPROCAL: Journal of Actual

Progressive Sociological Research 2.2 (2020): 200-210.

Rahman, Nuril Endi. "The Effect of Portraits of Local Asset-Based Community Empowerment on Koi Fish

Cultivation Groups in Banyuglugur Village, Banyuglugur District, Situbondo." Journal of Social Welfare

Research 17.3 (2018): 207-216.

Setiawan, Dani Ari, Endang Sri Redjeki, and Zuklarnain Nasution. "Analysis of the learning process in the

concept of farmer group empowerment." Journal of Education: Theory, Research, and Development 2.8

(2017): 1077-1080.


Journal of Applications of Religious Sciences 21.1 (2021): 45-58.

Sudarmanto, Eko, et al. Basic Concepts of Community Service: Development and Empowerment. Our Writing

Foundation, 2020.

Utami, Try Setiani Budi, et al. "Phytoremediation of Koi Fish (Cyprinus Carpio) Aquaculture Waste with

Several Vegetable Crops in Aquaponic Recirculation Systems." Journal of Marine Fisheries 10.2 (2019).

Utami, Tiwi Nurjannati, and Erlinda Indrayani. Fishery Commodities. Universitas Brawijaya Press, 2018.


THROUGH ORNAMENTAL FISH CULTIVATION (Study on Agus Koi Farm, Nglegok District, Blitar

Regency)." REVITALIZATION: Journal of Management Science 9.2 (2020): 267-277.

International Journal of Educational Research & Social Sciences ISSN: 2774-5406


Daughter, Budi Rahayu Tanama. Marketing Management, Faculty of Animal Science, Udayana University,

Denpasar: 2017.

Winarto, Hari. “Marketing Strategy,” Scientific Economics Magazine Volume 14 Number 3, August 2011 : 109

- 145

Rahmawati. Marketing Management, Mulawarman University Press, Samarinda: 2016.

Tantan Hermansah. 2018. Community Empowerment from a Cultural Perspective: Concepts and Practices. UIN

Jakarta Press. Jakarta.

T. Mardikanto and P. Soebinato. 2015. Community Empowerment Perspective and Public Policy. Bandung: PT.





How to Cite

Sa’diyah, S. ., Rifai, A., & Subchi, I. . (2022). Koi Fish Cultivator Marketing Strategy During The Pandemic In Ciseeng, Bogor Regency. International Journal of Educational Research and Social Sciences (IJERSC), 3(5), 1761–1769. https://doi.org/10.51601/ijersc.v3i4.400