Mapping and rebranding ornamental fish farming in Depok, West Java, contributions to the SDGs

https://doi.org/10.35912/joste.v6i2.2300
Published: Jan 24, 2025

Abstract:

Purpose: This study aims to identify and prioritize effective rebranding strategies for the ornamental fish farming industry in Depok, West Java, using the Analytic Hierarchy Process (AHP) to address challenges such as limited market access, environmental sustainability issues, and economic feasibility concerns while aligning with Sustainable Development Goals (SDGs).

Research Methodology: The research employs a mixed-method approach, combining qualitative research through in-depth interviews with key stakeholders and quantitative analysis using the AHP to systematically evaluate and prioritize rebranding strategies based on multiple criteria.

Results: The study identified market access as the most critical criterion, followed by environmental sustainability and economic feasibility, with digital marketing emerging as the most effective rebranding strategy, scoring 0.67, followed by sustainability certification (0.22) and community outreach programs (0.11).

Limitations: The research is limited by a small sample size, potentially affecting result generalizability. The AHP methodology introduces possible subjective biases through pairwise comparisons. The study's regional specificity may constrain broader applicability. Furthermore, the emphasis on rebranding strategies may not encompass all potential solutions to industry challenges.

Contribution: This research provides actionable insights for stakeholders in the ornamental fish farming industry to implement sustainable development strategies, aligning with SDGs 1, 8, and 14. It offers a systematic approach to decision-making through the application of AHP.

Novelty: This study innovatively applies the AHP to rebranding strategies in ornamental fish farming, uniquely integrating sustainable development principles with quantitative decision-making. This approach offers a new paradigm for strategic planning in aquaculture, contrasting with traditional qualitative methods in the field.

Keywords:
1. Analytic Hierarchy Process
2. Aquaculture Sustainability
3. Ornamental Fish Farming
4. Rebranding Strategies
5. Sustainable Development Goals
Authors:
1 . Muhammad Alfathan Harriz
Matana University, Indonesia
https://orcid.org/0009-0001-5346-3020
2 . Harlis Setiyowati
Pradita University, Indonesia
https://orcid.org/0000-0003-3773-3454
3 . Nurhaliza Vania Akbariani
Sekolah Tinggi Teknologi Terpadu Nurul Fikri, Indonesia
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How to Cite
Harriz, M. A., Setiyowati, H., & Akbariani, N. V. (2025). Mapping and rebranding ornamental fish farming in Depok, West Java, contributions to the SDGs. Journal of Sustainable Tourism and Entrepreneurship, 6(2), 179–192. https://doi.org/10.35912/joste.v6i2.2300
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Issue & Section
Vol. 6 No. 2 (2025): January
Articles
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References

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    Racbhini, W., Wulandjani, H., Thalib, S., Setiyowati, H., & Sasmito, T. (2021). Effect of e-crm and e-servqual on e-loyalty through e-Satisfaction in the millennial generation, study of online shopping behavior in Indonesia. International Journal of Economic and Business Applied, 2(2), 76-90.

    Setiyowati, H., Mayatopani, H., Hariyanto, L., & Harriz, M. A. (2024). A COMPARISON OF THE NAIVE BAYES AND K-NN ALGORITHMS IN PREDICTING THE FRESHNESS OF MILKFISH AT FISH AUCTIONS. Jurnal Teknik Informatika (Jutif), 5(4), 321-328.

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    Setiyowati, H., Nugroho, M., & Halik, A. (2022). Developing a blue economy in Depok West Java, Indonesia: Opportunities and challenges of neon tetra fish cultivation. Sustainability, 14(20), 13028.

    Setiyowati, H., Nugroho, M., & Halik, A. (2023). Strategy for Implementing the Blue Economy Concept in Neon Tetra Ornamental Fish Cultivation Groups; Model Analytical Hierarchy Process. Journal of Survey in Fisheries Sciences, 10(3S), 482-497.

    Sulaiman, E., Fitralisma, G., Fata, M. A., & Nawawi, R. (2023). Empowering local communities engagement: Rural tourism and business innovation for SDGs desa. Journal of Sustainable Tourism and Entrepreneurship, 4(3), 331-344.

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  2. Amegayibor, G. K. (2023). Government Covid-19 Stimulus Package, Smes' Awareness, Accessibility, and Challenges in Cape Coast. International Journal of Accounting and Management Information Systems, 1(1), 67-80.
  3. Astriani, M., & Siallagan, M. P. (2024). The implementation of Analytical Hierarchy Process (AHP) to select the best vendor for bio-efficacy trials (case study: the xyz agrochemical company). Journal of Multidisciplinary Academic Business Studies, 1(4), 627-646.
  4. Bappenas. (2020). POKOK-POKOK ARAH KEBIJAKAN PEMBANGUNAN TAHUN 2021 KEMENTERIAN PPN/BAPPENAS. Retrieved from https://berkas.dpr.go.id/sipinter/files/sipinter--806-20200709153137.pdf
  5. Beritayogya.com. (2021). Dr. Stevanus :”5 Dampak Besar Pandemik di Sektor Ekonomi”. Retrieved from https://www.beritayogya.com/dr-stevanus-5-dampak-besar-pandemik-di-sektor-ekonomi/
  6. Bishagazi, K. P. (2021). Sustainable Local Economic Development in Tanzania: Exploring Economic Challenges in Growing the Economy. Journal of Public Administration and Governance, 11(2), 210228-210228.
  7. Chen, S., De Bruyne, C., & Bollempalli, M. (2020). Blue economy: community case studies addressing the poverty-environment nexus in ocean and coastal management. Sustainability, 12(11), 4654.
  8. Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches: Sage publications.
  9. Ellis-Chadwick, F., & Chaffey, D. (2012). Digital marketing: strategy, implementation, and practice: Pearson.
  10. Fagerholm, N., Raymond, C. M., Olafsson, A. S., Brown, G., Rinne, T., Hasanzadeh, K., . . . Kyttä, M. (2021). A methodological framework for analysis of participatory mapping data in research, planning, and management. International Journal of Geographical Information Science, 35(9), 1848-1875.
  11. FAO. (2020). The State of World Fisheries and Aquaculture 2020. Retrieved from https://openknowledge.fao.org/server/api/core/bitstreams/170b89c1-7946-4f4d-914a-fc56e54769de/content
  12. Fauzia, M., & Movanita, A. N. K. (2021). BPS: Pertumbuhan Ekonomi RI 2020 Minus 2,07 Persen. Retrieved from https://money.kompas.com/read/2021/02/05/093418926/bps-pertumbuhan-ekonomi-ri-2020-minus-207-persen
  13. Harriz, M. A., Akbariani, N. V., Setiyowati, H., & Santoso, H. (2023a). Classifying village fund in west Java, Indonesia using catboost algorithm. Jurnal Indonesia: Manajemen Informatika dan Komunikasi, 4(2), 691-697.
  14. Harriz, M. A., Akbariani, N. V., Setiyowati, H., & Santoso, H. (2023b). Enhancing the efficiency of Jakarta's mass rapid transit system with XGBoost algorithm for passenger prediction. Jambura Journal of Informatics, 5(1), 1-6.
  15. Haryani, I., & Setyowati, H. (2018). Strategi Pengembangan Usaha Kecil dan Menengah (UKM): CV. Landasan Ilmu.
  16. Kosasih, A., & Sulaiman, E. (2024). Digital transformation in rural settings: Unlocking opportunities for sustainable economic growth and community empowerment. Journal of Sustainable Tourism and Entrepreneurship, 5(2), 129-143.
  17. Lestari, A. E., & Setiyowati, H. (2023). Analysis of Appropriate Marketing Strategies for Catfish Farming in Duren Mekar Subdistrict as a Contribution to Achieving SDGs for Poverty Alleviation and Increasing Welfare. Manajemen dan Kewirausahaan, 4(2), 131-142.
  18. Lie, S., & Setiyowati, H. (2024). Pengaruh E-Service Quality Terhadap E-loyalty Pada Weverse Shop di Indonesia Melalui E-Satisfaction Dalam Mendukung SDGs. Manajemen dan Kewirausahaan, 5(1), 1-14.
  19. Mabhanda, W. (2024). The role of green innovation in promoting sustainable economic development in Gweru, Zimbabwe. Journal of Sustainable Tourism and Entrepreneurship, 5(2), 93-109.
  20. Makailipessy, M., Abrahamsz, J., & Tubalawony, S. (2023). PARTICIPATORY MAPPING : STRENGTHENING THE POTENTIAL AND UTILIZATION OF COASTAL AREAS IN LETING VILLAGE, ARU ISLANDS DISTRICT. BALOBE: Jurnal Pengabdian Masyarakat,, 2(2), 74-80.
  21. Mu, E., & Pereyra-Rojas, M. (2016). Practical decision making: an introduction to the Analytic Hierarchy Process (AHP) using super decisions V2: Springer.
  22. Novanda, R. R. (2023). Promotion Effectiveness of Small Scale Enterprises (SMEs) in Indonesian Unicorn Marketplace. International Journal of Accounting and Management Information Systems, 1(1), 33-44.
  23. Prayuda, R. (2019). Strategi Indonesia dalam implementasi konsep Blue Economy terhadap pemberdayaan masyarakat pesisir di era masyarakat ekonomi Asean. Indonesian Journal of International Relations, 3(2), 46-64.
  24. Racbhini, W., Wulandjani, H., Thalib, S., Setiyowati, H., & Sasmito, T. (2021). Effect of e-crm and e-servqual on e-loyalty through e-Satisfaction in the millennial generation, study of online shopping behavior in Indonesia. International Journal of Economic and Business Applied, 2(2), 76-90.
  25. Setiyowati, H., Mayatopani, H., Hariyanto, L., & Harriz, M. A. (2024). A COMPARISON OF THE NAIVE BAYES AND K-NN ALGORITHMS IN PREDICTING THE FRESHNESS OF MILKFISH AT FISH AUCTIONS. Jurnal Teknik Informatika (Jutif), 5(4), 321-328.
  26. Setiyowati, H., Nugroho, Murgianto, Ratnawati, T., & Riyadi, S. (2022). Budidaya ikan hias di Depok, Jawa Barat; berbasis ekonomi biru: Yayasan Keluarga Haerhave.
  27. Setiyowati, H., Nugroho, M., & Halik, A. (2022). Developing a blue economy in Depok West Java, Indonesia: Opportunities and challenges of neon tetra fish cultivation. Sustainability, 14(20), 13028.
  28. Setiyowati, H., Nugroho, M., & Halik, A. (2023). Strategy for Implementing the Blue Economy Concept in Neon Tetra Ornamental Fish Cultivation Groups; Model Analytical Hierarchy Process. Journal of Survey in Fisheries Sciences, 10(3S), 482-497.
  29. Sulaiman, E., Fitralisma, G., Fata, M. A., & Nawawi, R. (2023). Empowering local communities engagement: Rural tourism and business innovation for SDGs desa. Journal of Sustainable Tourism and Entrepreneurship, 4(3), 331-344.
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