A Broker: role and function in small pelagic fish marketing in traditional market in Ambon

Abstract

This research was conducted in Pasar Mardika-Ambon, on June to July 2018. Five of the ten brokers in that market were taken as samples and observed as well as interviewed in depth. The results show that the role of the Brokers in the fresh fish marketing process, especially in that market, which is known as the main traditional market in Ambon is very large. It can be seen from the percentage of fish passing through them. Approximately 90% of the fishermen’s catch (especially purse seine) must pass the brokers for further distribution to consumers through retailers. For this job, they will earn 10% of fishermen’s sale, both those distributed to retailers and those sold to Cold Storage. Some fishermen argue that the existence of broker is very helpful in the marketing process, but some fishermen also complain about their presence in the market. When fishermen experience problems and need assistance (money), the broker will immediately reach out to help. The assistance must still be returned by the fishermen but the return time is flexible.