DIKARUNI, JUSTIN (2023) PENGARUH COVID-19 TERHADAP PEMASARAN IKAN NILA (Oreochromis niloticus) SAAT PANDEMI DAN NEW NORMAL DI KAB. SLEMAN, D.I. YOGYAKARTA (23da236). Undergraduate thesis, Fakultas Perikanan dan Ilmu Kelautan.

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Abstract

ABSTRAK
(Justin Dikaruni. 26010216130083. Pengaruh Covid-19 Terhadap
Pemasaran Ikan Nila (Oreochromis niloticus) Saat Pandemi dan New Normal di
Kab. Sleman, D.I. Yogyakarta. Tita Elfitasari dan Seto Windarto).
Pandemi covid-19 di Indonesia pertama kali dideteksi pada 2 Maret 2020.
Pandemi covid-19 telah berdampak ke berbagai bidang termasuk di bidang
pemasaran pada perikananan di Kab. Sleman, D.I.Yogyakarta. Pandemi covid-19
yang berlangsung lama telah mendorong pola kehidupan maupun kebiasaa dalam
hidup bermasyarakat yang sering disebut kondisi new normal. Penelitian ini
dilaksanakan pada bulan November-Desember 2022 di Kab.Sleman,
D.I.Yogyakarta Penelitian menggunakan metode kuantitatif dan pengumpulan
data dengan menyebar kuesioner kepada pihak-pihak yang bersangkutan dalam
penelitian ini. Penentuan sampel penelitian menggunakan rumus Slovin, sebanyak
101 pembudidaya yang tersebar di 7 kecamatan ditetapkan sebagai responden.
Pengukuran variabel menggunakan skala linkert (1-4), yaitu Sangat Sesuai (SS),
Sesuai (S), Tidak Sesuai (TS), Sangat Tidak Sesuai (STS). Teknik analisis data
menggunakan uji multikolonieritas, model regresi logit (uji partial model, uji
simultan/uji-f, koefisien determinasi model, uji parallel lines), uji hipotesis (uji
paired t-test) untuk mengetahui dampak covid-19 terhadap pemasaran ikan nila
saat pandemi covid-19 dan saat new normal. Hasil uji multikolonieritas
menunjukkan tidak terdapat multikolonieritas di pemasaran saat pandemi covid19 dan saat new normal. Hasil model regresi logit menunjukkan bahwa variabel
bebas berpengaruh terhadap variabel tidak bebas. Hasil uji hipotesis bahwa
terdapat perbedaan yang signifikan antara pemasaran saat pandemi covid-19
dengan saat new normal.
Kata Kunci: covid-19, ikan nila, new normal, pandemi, pemasaran

ABSTRACT
(Justin Dikaruni. 26010216130083. The Effect of Covid-19 on the
Marketing of Tilapia (Oreochromis niloticus) During the Pandemi and New
Normal in Sleman Regency, D.I. Yogyakarta. Tita Elfitasari and Seto
Windarto).
The Covid-19 pandemic in Indonesia was first detected on March 2, 2020.
The Covid-19 pandemic has had an impact on various fields including marketing
in fisheries in Kab. Sleman, D.I. Yogyakarta. The long-lasting Covid-19 pandemic
has driven patterns of life and habits in social life which are often called new
normal conditions. This research was conducted in November-December 2022 in
Sleman Regency, DI Yogyakarta. The research used quantitative methods and
data collection by distributing questionnaires to the parties involved in this
research. Determination of the research sample using the Slovin formula, as many
as 101 cultivators spread across 7 sub-districts were determined as respondents.
The variable measurement uses a Likert scale (1-4), namely Very Appropriate
(SS), Appropriate (S), Not Appropriate (TS), and Very Unsuitable (STS). Data
analysis techniques using multicollinearity tests, logit regression models (partial
model test, simultaneous test/f-test, model determination coefficient, parallel lines
test), and hypothesis testing (paired t-test) to determine the impact of Covid-19 on
tilapia marketing during the Covid-19 pandemic and the new normal. The results
of the multicollinearity test show that there is no multicollinearity in marketing
during the Covid-19 pandemic and the new normal. The results of the logit
regression model show that the independent variables affect the dependent
variables. The results of the hypothesis test shows that there is a significant
difference between marketing during the Covid-19 pandemic and the new normal.
Keywords: covid-19, new normal, marketing, pandemic, tilapia

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