摘要：The internet has emerged as an important marketing tool in the retailing industry. However, there are retailers whom have not fully utilized or have not fully understood the importance of the Internet as a marketing tool. The objective of this study was to examine the utilization of the Internet as a marketing tool among retailers in Labuan, Malaysia. This study was based on qualitative interviews among retailers and content analysis of retailers’ websites in the business hub in Labuan. 18 retailers participated in this study. The findings showed, only 56% of respondents have their company’s website, 83% respondents do have company social networking account and 78% respondents register their company details to a local online directory site. Company profile was identified as the most common attribute which was found in all company’s website, beside products and services information. The major lacking attributes in most website were found in transactional means element which is relating to online purchasing service. However, only one respondent provide online shopping service. Several factors were identified as the limitations to internet marketing utilization. Lack of ICT knowledge and skills among employees was the most reported limitation to fully optimize the use of internet marketing. This study offers an opportunity to relevant shareholders of the retail business, government agencies and business consultants to view or plan future diverse training programmes in nurturing internet marketing awareness, and to help retailers in increasing the use of Internet as their business platform to drive businesses by marketing their products to the global market while increasing their productivity. Findings also provide an important insight for retailers on website content design practices considerations for new or existing company website.
