Implementation of Segmenting, Targeting, and Positioning in Marketing Strategy in Light Industry Online Business in Batam
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Abstract
This study investigates the development of online businesses in Batam City by examining key growth factors, identifying common obstacles, and analyzing the influence of payment systems and social media platforms. The findings reveal that Batam’s strategic location, the presence of young and tech-savvy entrepreneurs, and strong digital infrastructure have significantly contributed to the growth of online commerce in the region. However, challenges such as limited access to capital, inconsistent internet connectivity, and regulatory ambiguity continue to hinder the full potential of digital entrepreneurs. Additionally, the study highlights the crucial role of digital payment systems and social media platforms in enhancing operational efficiency, building consumer trust, and sustaining small-scale online businesses. To fully optimize these benefits, greater investment in digital literacy, regulatory clarity, and financial accessibility is essential. The results indicate that the growth of online businesses in Batam City is driven by a combination of strategic location, youthful digital entrepreneurs, and strong digital infrastructure. However, persistent barriers such as limited access to capital, uneven internet quality, and regulatory confusion continue to challenge entrepreneurs. Payment systems and social media platforms are essential tools that enhance operational efficiency, trust, and sustainability, though they must be accompanied by education and support to maximize their impact.
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