BUSINESS GROUP’S ROLE IN THE MARKETINGOF FRESH WATER AQUACULTURE COMMODITY (SURVEY ON TWO VILLAGES IN SUBANG AND PURWAKARTA REGENCIES)

The background of thisresearchis the existenceof two villagesthat possessidentical economic leading sector,which is fresh water aquaculture. Despite of their similarity, these villages are also hold a determiningdifference in the way they practice their business. Fresh water aquaculturefarmers in Nagrog Village operatetheir businesses in togetherness and collectively. Meanwhile,the practices of aquaculturein Mayang Village arestill conducted individually. Based on the background above, this research is conducted to analyze roles ofbusiness group in fresh water aquaculture cultivation commodities marketing.The method utilized in thisresearchwas a descriptive analysis. Objects of this researchare Mayang Village in Subang Regency andNagrog Village in Purwakarta Regency. Based on thephenomenon, researchers are interested toanalyzetheexistence of fresh water aquaculture business groupon these villages, the marketing process of fresh wateraquaculture commodity, and the role of business group in the marketing of aquaculture commodity in bothvillages. Fromthisresearch, the obtained results show thatbusiness group has been formed in NagrogVillage;meanwhile in Mayang Village despite the aquaculture business that has been practiced longer than the ones inNagrog Village, business group is yet to be formed.Compared to Mayang Village, aquaculture commoditymarketing is more successful in Nagrog Village. The existence of business group provides a significant role inaquaculture commodity marketing. Keywords : Aquaculture, business group, commodity marketing, leading sector.