The new behavior has emerged in the era of information and digital communication. it covers many aspects of life, including sale and purchase transaction. Currently, shopping activities are no longer done by going directly to the seller in order to get the products we need. it is also very rare for the consumer to use cash for the payment. they can hold the sale and purchase transaction whenever and wherever it is needed by utilizing an application which is available accessed by mobile phone. This study has involved 209 respondents who were actively engaged in shopping activities through online stores. from those 209 respondents, there were 21% respondents stated using an online store to buy daily needs, and the one which is more interesting is there are 30.47% of respondents said that they ever bought food and beverages by online store application. These indicated that consumer shopping behavior for food in the era of information and digital technology became a new-interesting trend to be further observed and researched.

The inception of the 4.0 industrial era led to the evolution of internet information technology, which significantly changed the business sector’s marketing, transaction, and payment systems into online stores.  This new marketplace is an important business infrastructure used to develop marketing strategies in this technological era. Therefore, it enables companies or enterprises, including those in the retail sector, to remotely sell daily products, such as cooking needs, foods, snacks, beverages, toiletries, and laundries through various online platforms. Furthermore, these companies need to creatively and anticipatively participate in the various trading competition by having an online shopping channel. This study aims to measure consumer behavior intention in using the online store channel to purchase daily needs products in order to determine the influence of convenience and risk transactions on behavioral intentions. Data were obtained from respondents that consistently make use of online stores channel. The result showed that consumers’ ease and convenience during transactions, especially in terms of payment and delivery service, have a positive and significant effect on their attitude and behavioral intention to use online store channel to purchase daily needs products.

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Entering the digital era, shopping activities no longer have to go directly to the seller to get the desired product, including food products such as fast food, beverages, and variou s cooking needs. Currently customers can meet all their needs just simply by accessing a n e-marketplace application developed by the company to order the desired product and t hen the product will be delivered to the courier to the home or where the customer is loca ted. Until 2018 there are at least 10 e-marketplaces in Indonesia that are growing rapidl y and have the most users, of which 6 of them provide food products. The process of deve loping e-marketplace applications has also become interesting to watch as an effort to op timize the marketing of agroindustry products in the digital age. This study wants to find out what attributes on the e-marketplace application platform that affect customers in the decision-making process to choose certain e-marketplace applications. To achieve these goals, the writer uses the Analytical Hierarchy Process (AHP) approach. And the results show that in the decision-making process customers consider 11 attributes contained in t he e-marketplace application platform. Some of them are product search attributes, selle r reputation information, payment methods offered, protection of customer data, and loca tion maps.

Marketing brings a consequence that producers distribute their products to consumers. There are many kinds of a medium that producers can use to distribute their products, one of which is retailer business. In governance, retailer business can be classified into two types, namely traditional retailer and modern retailer. In the process, there are worries about the existence of traditional retailer as a result of the strengthening of modern retailer. Therefore, it is important to pay special attention to the traditional retailer to grow and evolve along with the growth and development of modern retailer, so that traditional retailer marketing can run optimally. This study aims to formulate the strategy for traditional retailer to keep sustainability concerning to the proper implementation of knowledge management through the developing of socio- entrepreneurship. This research uses SEM (Structural Equation Modeling) to measure the correlation between independent and dependent construct in term of increasing knowledge management of traditional retailer.Based on the result analysis, competitive advantage in traditional retail is affected by the choice of strategies implemented by retailer. However, the implemented strategy is not optimal because it is not supported by the implementation of a good knowledge  managements, especially in terms of accessibility to knowledge and practices required in the retail business. Traditional retail are difficult to gain an access to training and mentoring on strategies and techniques to manage retail business professionally in order to achieve a sustainable competitive advantage. When traditional retail want a more optimal to achieve a competitive advantage, they should improve their ability in implementing the management knowledge systematically, for example, building an association of traditional retail with the main vision to organize a training program or mentoring about strategy and technique management of retail business. Keywords: Traditional retailer, management knowledge, competitive advantage.