Integrated Marketing Optimization for Ornamental Fish Using Information Technology in Canggu Village, Kediri

Abstract

This study aims to optimize integrated marketing for ornamental fish aquaculture through a Unique Selling Proposition (USP) based on Information Technology (IT), focusing on identifying product uniqueness such as rare fish species, advanced maintenance techniques, and sustainability practices, and promoting them via digital platforms. Using a qualitative approach, the research involved observation, interviews, group discussions, and document analysis, guided by the Asset-Based Community Development (ABCD) method to empower the Ornamental Fish Pokdakan community in Canggu Village, Kediri Regency. The findings revealed increased awareness within the community to optimize and enhance the productivity of their existing resources and businesses, demonstrating the positive impact of IT-based USP on marketing and operations. This study contributes to the field by showcasing the integration of IT in ornamental fish marketing and highlights the potential of community-driven, asset-based approaches for rural development in aquaculture sectors.