Strategi Digitalisasi Pemasaran Hasil Laut sebagai Solusi Ekonomi Nelayan Kecil di Tengah Tantangan Overfishing

Abstract

Small-scale fishers and aquaculture producers in Grobogan Regency face a dual challenge: weak bargaining power within traditional marketing structures and growing pressures on fisheries resources at the regional level. On the one hand, long distribution chains and dependence on intermediaries limit market access and price transparency. On the other hand, stock pressures in the Java Sea create supply uncertainty and income instability. This study aims to analyze the role of marketing digitalization in strengthening the economic resilience of small-scale producers in Grobogan and to propose an integrative framework linking technology-driven distribution with resource sustainability. The study adopts a qualitative case-study design, drawing on secondary data from official statistics (including BPS publications and the 2023 Agricultural Census for the fisheries subsector), as well as relevant scholarly literature and policy documents. Data are analyzed using descriptive-qualitative and thematic approaches to map business structures, value chains, and the opportunities and constraints of digital adoption. The findings indicate that marketing digitalization can shorten supply chains, enhance price transparency, and expand market access for small-scale producers. However, its effectiveness depends on human capital readiness, supporting infrastructure particularly cold-chain and logistics and stronger local institutions. Without integration with sustainable resource management, expanded market access may incentivize production intensification and increase ecological pressure. The novelty of this paper lies in proposing an integrative framework that combines the digital economy dimension with the ecological dimension within the local context of Grobogan to inform sustainable small-scale fisheries empowerment strategies.