STRATEGY TO IMPROVE THE CLASS OF AMBON ARCHIPELAGO FISHERIES PORT INTO AN OCEAN FISHERY PORT USING SWOT ANALYSIS

An essential factor for the development of fisheries business, especially fishing activities, is the availability of infrastructure for berths or shelter for fishing vessels and landing their catch fish. The infrastructure is in the form of a Fishing Port or Fish Landing Base as a place or base for fishing vessels. This research aimed to examine the condition of Archipelago Fisheries Port (AFP) on the criteria of an Ocean Fishery Port (OFP), and formulated a strategy for developing Ambon AFP in order to increase its class to an Ocean Fishery Port. The method used in this research was descriptive. Data collection techniques carried out by distributing questionnaires, interviews, and secondary data collection. Sampling was done by using purposive sampling as many as 20 key respondents. The analytical tool used was descriptive analysis and SWOT analysis. The results of this study indicate that: Existing operations in Ambon AFP show increasing development from year to year, both in fish landing, fishing boat visits, supply distribution, non-tax state revenue, and the number of fishers and labour. From the Ambon AFP Development Strategy's research results in the context of improving the class of being an Ocean Fishery Port, ten strategies were produced.


d. Fishery Port Facilities 1. Main Facilities
Main Facilities or also said to be infrastructure are basic facilities required for activities at a port. This facility serves to ensure the safety and smooth operation of the ship both while sailing in and out of the port and when docked at the port. These basic facilities include: a wharf, a harbor pool, a navigation aid, a breakwater or a breakwater.

Functional Facilities
An important functional facility that must be integrated with the fishing port area is the Fish Auction Place (TPI) which functions as a marketing place for fishery products using an auction system, while other facilities include processing facilities, drying, ice factories, cold storage, workshops, slipways (docking) and places to fill ship supplies do not have to be within the scope of the port area and the management system can be outside the port management. 4

Supporting Facilities
Supporting facilities are facilities that indirectly increase the role of the port or the actors to gain comfort in carrying out activities at the port. Supporting facilities consist of welfare facilities (MCK, polyclinic, warung, prayer room) and administrative facilities (management office, harbormaster, customs).

e. SWOT
SWOT is a way to systematically identify various factors in order to formulate a company strategy. This analysis is based on logic to maximize strength (strengths) and opportunities (opportunities), but simultaneously can minimize weaknesses and threats. SWOT analysis considers internal environmental factors, strengths and weaknesses, as well as external environmental opportunities and threats facing the business world. SWOT analysis compares external factors, opportunities and threats, with internal factors, strengths and weaknesses, so that a company's strategic decisions can be taken from this analysis. SWOT analysis is preceded by identifying the position of the company or institution through evaluating the value of internal factors and evaluating the value of external factors.

MATERIAL AND METHODS
The Material used in this research is: (1) Main Facilities, Functional Facilities and Supporting Facilities which exist at Ambon AFP, (2) operational performances such us: catching results based on catching area, a fish distribution based on marketing areas, a fish distribution based on marketing areas, amount of fish landed for 2013 -2017 and fish processing industry at Ambon AFP.
The method used in this research was descriptive survey method (Salaria, 2003). The descriptive method aims to solve existing problems in the presence of an object by collecting data, compiling, analyzing, explaining, and drawing conclusions.

a. Research Location and Time
This research took place in Ambon AFP for 2 months, namely December 2018 -January 2019.

b. Data Types and Sources
The type of data used in this study consisted of primary data and secondary data. Primary data was collected at surveys and measurements directly in the field. The survey was conducted by conducting a structured interview (questionnaire) of several respondents, consisting of several stakeholders and authority holders related to the Ambon AFP. Secondary data was needed to support the evaluation of Ocean Fishery Port criteria, obtained from local government agencies and other relevant agencies. The collected data was then identified and classified according to type, then presented in tables, figures, and graphs.

c. Research Variables
The components that will be measured and assessed in this study, include : (1) Aspect of OFP Criteria, including Fishing area for the past 5 years, Mooring facilities, Pier length and pond depth, Capacity for fishing vessels over the past 5 years, The number of fish landed during the last 5 years, Land area, Laboratory facilities for testing the quality of fishery products, The fishing industry in Ambon AFP, (2) Development Aspects, including Inventory of internal factors that give rise to strengths and weaknesses and external factors that can give rise to opportunities and threats.

d. Data collection technique.
Data collection technique used in this research are : (1) Made a questionnaire to explore and collect primary data in accordance with the objectives of the study, (2) Determine Respondents who were in accordance with the work and responsibilities of the population that Vol. 15,No. 1 Strategy To Improve The Class 5 had been determined, (3) Respondents' answers to questions on the questionnaire were data that was ready to be processed, (4) Secondary data collection as supporting data was obtained from the Ambon AFP.

e. Data analysis
The analytical tool used in this study was a descriptive analysis aimed at describing the phenomena that exist and interpreting the conditions or relationships that exist chronologically and also the SWOT Analysis (Putri et al., 2018), which was used to identify various factors systematically to formulate a company's strategy. The analysis was based on a logic that can maximize strengths and opportunities but simultaneously minimize weaknesses (Weaknesses) and threats (Threats). Thus, strategic planning (strategic planner) must analyze the factors of the company's strategy (strengths, weaknesses, opportunities, and threats) in the current conditions. In this analysis, two factors must be systematically identified, internal and external. Internal factors in this analysis are Strength (S) and Weakness (W), while external factors were Opportunity (O) and Threat (T).

RESULT AND DISCUSSION
The Ambon Archipelago Fisheries Port is located within the Ambon Bay region, precisely in Pandan Kasturi Hamlet, Batu Merah Village, Sirimau District, Ambon City, and Maluku Province a Geographical Location of 03°-40'-42" South Latitude and 128°-10'-32" East Longitude. Ambon PPN has an area of ± 6 Ha (60,000m 2 ) consisting of the land area of 35,000m 2 (3.5 Ha) and the area of the pier (Port pond) ± 25,000m 2 (2.5 Ha). The

Main Facilities
In accordance with the Regulation of the Minister of Maritime Affairs and Fisheries number Regulation 08/Minister/2012 concerning Fishing Ports, Article 4 paragraph 5, the Principal Facilities that must exist at the Fishery Port (Kementerian Kelautan dan Perikanan, 2012) include as in the following and Public Facilities such as Worship, bath-wash-toilet, shops, and security posts. In Ambon AFP, the existence of supporting facilities in general consists of 5 facilities included in the function group as mentioned above, can be seen in the following table : 4. Operational Performance.
Since being established as a type B fishing port, Ambon AFP has experienced much progress in terms of its facilities and its performance in providing services where this can be seen at the operational level.
Fisheries port operations include services to fishing communities. The services provided by Ambon AFP to fishers in the form of services that support fishers operational activities such as fulfilling logistical needs for sailing supplies and issuance of sailing permits, catch landing activities, distribution, and marketing of catches and ship repair activities. From the results of the research conducted, it is knownthat the ships that landed their catches in Ambon AFP, mostly carried out fishing activities in the Territorial Region (Maluku Sea), EEZ (Arafura Sea) and International Waters (Banda Sea). So the Ambon AFP has fulfilled the first criteria of an Ocean Fishery Port (Yeni et al., 2017;Hutapea et al., 2018; Kementerian Kelautan dan Perikanan, 2012).
2. The Second Criteria : Have mooring facilities for fishing vessels measuring at least 60GT.
The Mooring facilities owned by Ambon AFP can be seen as in the following table : Mooring facilities owned by Ambon AFP include Pier, Harbor Pool and Navigation lights, and all are in good condition and can be used for ships up to 200 GT, thus fulfilling the second requirement of an ocean fishery port (Yeni et al., 2017;Hutapea et al., 2018;Kementerian Kelautan dan Perikanan, 2012).
3. The Third Criteria : The length of the pier is at least 300 m, with entry to the pool at least minus 3m. The Pier in Ambon AFP is 444 meters long, with a depth of 3m pool. In 2012 there is also an increase of 60 meters of the pier's length to be 504 meters. Thus the Ambon AFPhas met criteria such as the Ocean Fishery Port (Yeni et al., 2017;Hutapea et al., 2018;Kementerian Kelautan dan Perikanan, 2012). The problem that may arise in the future is a necessity of sedimentation in the port pond. Further research is needed to remain in the ideal boundary so that incoming fishing vessels can carry out loading and unloading activities or maneuver and dock well.
4. The Fourth Criteria :Able to accommodate fishing vessels of at least 100 units or a total number of at least 6000GT. From the research result obtained data as in the following table : Vessels that enter Ambon AFP on average have a large Gross Tonnage. Based on Ship Visit data, from 1310 ship visits, 424 are vessels with a size of 100-200 GT, and 485 ships measuring more than 200 GT in 2017. The data means that a total of 909 ships measuring more than 100GT. Even from direct observation, there were ships with a size of 2500 GT that were landing Fish. From this data, it is known that Ambon AFP has fulfilled the fourth criteria of an Ocean Fishery Port (Yeni et al., 2017;Hutapea et al., 2018;Kementerian Kelautan dan Perikanan, 2012).

The Fifth Criteria : Utilize and manage the land at least 20 Ha.
Ambon AFP has an area of ± 6 Ha (60,000m 2 ) consisting of land area/land area of 35,000m 2 (3.5 Ha) and the area of the pier (Port pond) ± 25,000m 2 (2.5 Ha). Ambon AFP also collaborates with the Maluku Provincial Maritime and Fisheries Service in Testing Fish Quality, where the testing Laboratory is outside the Ambon AFP area. Besides, Ambon AFP cooperates with Perikani (Public Corporation) to use workshops for fishing vessels that require workshop facilities. This workshop is also located outside the Ambon AFP area. From this data, it is known that Ambon AFP has fulfilled the fifth criteria of an Ocean Fishery Port (Yeni et al., 2017;Hutapea et al., 2018;Kementerian Kelautan dan Perikanan, 2012).
For the future, the Ambon AFP has also planned to expand the land to the west toward the Arumbae Market area. Concrete steps that have been carried out by the Ambon AFP in the context of land expansion include holding a meeting with the community around the Ambon Vol. 15,No. 1 Strategy To Improve The Class 9 AFP area, where the community has agreed to be relocated with several compensation agreements. This land expansion plan also has the support of the Maluku Governor and the Mayor of Ambon.
6. The Sixth Criteria : Fish landed were part of export purposes. Fish marketing data based on marketing objectives for the past 5 (five) years can be seen in the following table : Distribution and marketing activities of fisheryproducts by the fishing industry in Ambon AFP consist of 3 (three) marketing objectives, namely local, regional, and export. For local marketing, it only covers Ambon Island, while for inter-island/destination marketing, the areas include Kendari, Makassar, Benoa, Surabaya, and Jakarta. For the export market, there are 2 (two) commodities. Frozen shrimp commodities are marketed with destination countries of Japan, Hong Kong, Vietnam, and China, whereas frozen mixed fish commodities are marketed with destinations of Thailand, Japan, and South Korea.Thus the Ambon AFP has met the Sixth criteria of the Ocean Fishery Port (Yeni et al., 2017;Hutapea et al., 2018;Kementerian Kelautan dan Perikanan, 2012). 7. The Seventh Criteria :There are fish loading and unloading activities and marketing of fishery products on average 50 tons per day The number of fish landed in Ambon AFP over the past 5 years can be seen in the following table: From data above can be seen that the Ambon AFP has fulfilled the seventh criteria of an Ocean Fishery Port (Yeni et al., 2017;Hutapea et al., 2018;Kementerian Kelautan dan Perikanan, 2012).
8. The Eight Criteria :There is a fish processing industry and other supporting industries.
From data above can be seen that the Ambon AFP has fulfilled the eight criteria of an Ocean Fishery Port (Yeni et al., 2017;Hutapea et al., 2018;Kementerian Kelautan dan Perikanan, 2012).

c. SWOT Analysis 1. Identification of Internal and External Factors
Based on the identification of the potential in Ambon AFP, several important factors were found that became the basis for determining the strategy to improve Ambon AFPclass, as follows:

Assessment of External and Internal Factors
To determine the weight and rating of the elements contained in internal and external factors, namely by providing a list of questions to 20 key respondents who were considered to be able to provide an appropriate assessment. The 20 respondents were: 1 person from the Maluku Province Maritime and Fisheries Service, 1 person from the Ambon City Maritime and Fisheries Service, 3 people from staff in the Ambon AFP, 13 from the company in the Ambon AFP, and 2 people from the community around the Ambon AFP area. The assessment of the 20 respondents was then compared with the total answers of all elements so that the relative weighting results obtained as shown in the table below:

Alternative Strategy for Ambon AFP Development
The resulting strategy consists of several alternative strategies. To determine the priority of the strategy carried out, the total weighting that comes from the relationship between SWOT elements contained in an alternative strategy. The total weight of the scores will determine the priority sequence of alternative strategies needed to develop a strategic plan for improving the Ambon AFP Class to become the Ocean Fishery Port..

Formulation of Strategy
The formulation of the Ambon AFP Class Improvement strategy using the SWOT matrix as an analytical tool can produce four possible strategies; namely, SO strategy, ST strategy, WO strategy, and WT strategy, by combining internal and external identification matrices. The analysis conducted is based on Rangkuti (2006), which is based on the logic of maximizing strengths and opportunities and simultaneously minimizing weaknesses (Weaknesses) and threats (Threats). This SWOT analysis is used as a guide (guideline) to determine the strategy to improve the class of Ambon AFP to an Ocean Fishery Port.
From the results of the analysis using the SWOT matrix, it was obtained linkages between internal and external factors. The linkage between internal and external factors resulted in 10 alternative strategies. The ten alternative strategies in question are as follows: