Ego-Centric Social Network Analysis in Marketing of Fish From Cage Culture System In Simalungun District, Indonesia

Aquaculture of Cage Culture is one of the main activities carried out by the community in the village of Haranggaol to fulfill their economic needs. This cultivation business establishes a relationship between traders and cages in terms of marketing their crops. There are 3 egocentric actors in the Haranggaol area. They are collectors (entrepreneurs/farmers who own capital), namely the Rohakinian group, the Siharo group, and the Paimaham group. Through these three egocentric actors, a social network is formed with several alters. Based on the qualitative approach with use Ucinet software, the mapping of their social networks can be seen as follows: alter actors connected to the Rohakinian group are 12 farmers in the group and 2 farmers outside the group with a density of 0.033. There are 27 alter actors connected to the Siharo group, 21 from the group and 6 from outside the group with a density of 0.014. There are 27 alter actors connected to the Paimaham group, namely 36 farmers from their groups and 10 farmers outside the group with a density of 0.005. The social networks that occur between these actors are intertwined due to the existence of kinship relationships, family or close friends who know each other among them. The relationship between family, family or close friends built with mutual trust make this network integrated. Key Words:Ego-centric, Social Networks, Cage Culture, Social Relationships, Alter, Ego