THE ROLE OF PABALOLANG IN THE MARKETING CHAIN OF FISHERY PRODUCTS AT THE PAOTERE FISH AUCTION MAKASSAR INDONESIA
Despite the growth of marketing 5.0 in the industry 4.0 era, traditional marketing is still a popular option among fishermen in Indonesian coastal waters, one of which is in the Makassar Strait. The traditional method involves using a collector as an intermediary, locally known as Pabalolang, who transports fish from the fishing boat to the sales location using a motorized boat (jolloro). This research aims to determine the pabbalolang's function as the connection in the distribution system for fishery products at the Paotere fish auction. A qualitative descriptive analysis using the snowball sampling method carried out over two months was implemented in this research. The findings indicated that pabalolang provided the knowledge and skills required to conduct the marketing process of fisheries products to increase fishery products' selling value. As a result, most fishermen still require the services of pabalolang as the component of the marketing chain for fisheries products.
Service Marketing, Traditional marketing, Pabbalolang, Sustainability