International Journal Of Forest, Animal And Fisheries Research(IJFAF)

North Minahasa Regency is an area of North Sulawesi Province, which has the potential for capture fisheries that is growing significantly with the demand for raw materials for marine products, both for the consumption needs of the people of North Sulawesi in general and specifically in North Minahasa Regency itself, one of the sub-districts in North Minahasa Regency. which is the center of demersal fish capture fisheries production is Kema District. The success of marketing fish catch production is based on a well-targeted and efficient distribution pattern. This is strongly supported by interests and preferences, giving rise to a choice (preference) which one is desired. Culinary tourism in this area began to develop by showing an increasing trend. The number of restaurants or restaurants that offer grilled fish or seafood products has shown people's interest in fish consumption. The current high level of public interest in consuming fish automatically brightens the fisheries sector from upstream to downstream. The purpose of this study was to identify the marketing distribution pattern of demersal fish in North Minahasa Regency and analyze the attitudes of end consumers towards their preferences for demersal fish in North Minahasa Regency. The basic method in this research is a case study and the primary data source comes from fishermen and collectors as fish marketers, who are involved in marketing channels as well as final consumers who use the product. Respondents who are determined are producers, namely fishermen who catch Demersal fish, collectors or suppliers and final consumers in culinary centers who choose processed demersal fish products. Methods Data collection was carried out by sampling, namely: Purposive sampling for the types of producer and collector respondents, Accidental sampling for final consumers who apply their preferences to processed Demersal fish products in culinary centers located in North Minahasa district. Collecting data through interviews and direct observation as well as filling out a list of questions guided by the researcher. Primary and secondary data types, for primary data were analyzed descriptively qualitatively and descriptively quantitatively using data analysis techniques according to consumer attitude preferences. to the final consumer. The validity test was carried out on the snapper, chair, bobara, grouper, and escape variables, it was found that all the calculated r values were greater than r table, which means that all indicators in the questionnaire were declared valid with a moderately correlated to high category. The reliability test on snapper was 0.626, which means high reliability value, as well as for chariot fish the value was 0.669 , 0.721 passed and Goropa 0.600 which was categorized as sufficient for 5% and 1% error levels.