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The business transition process from conventional to digital forms causes companies to think about strategic steps to make the new business processes that are in it become sustainable. One way is to take advantage of technological developments in the era of industry 4.0 that change the way work is done from the conventional way towards digital technology by utilizing e-commerce. This research uses descriptive research method with a qualitative analysis approach. Data collection techniques in this study used primary data and secondary data approaches. Data obtained from research are empirical data. The methodology used in this study is a conceptual review, which is a method carried out by collecting data and information related to market potential, changes in consumer behavior and how to use e-commerce technology as an alternative solution in innovating marketing strategies with the aim to capture potential market potential. greater than. The results of the research resulted nine e-commerce strategies in the industry 4.0 era to achieve the goals of a business with challenges and high competitiveness in the e-commerce market, business people in industry 4.0 era can use 9 strategies to successful in this technological era, including; framing the market opportunity; formulating the marketing strategy; designing the customer experience; crafting the customer interface; designing the marketing program; leveraging customer information through technology; character and competent delegation; systemized market customers; and evaluating the marketing program.

The existence of global market resulted in the increasing number of business actors, especially Small and Medium Enterprises (SMEs). Currently SMEs are experiencing increasingly fierce market competition. Even the competition is in an increasingly complex condition. Faced with this condition, SMEs are required to have the ability to survive and improve its performance. The population of this research is the perpetrators of SMEs in the field of fishery and marine processing business in Lontar Village, Banten Province. The sample are participant of 46 SME actors. Technical sampling is purposive sampling. The data in this study is the primary data collected through questionnaires. The result are (1)Competence leader (KOM) has a positive influence on business performance variables (KIN) with a significant value of 0.070 at a significance level of 0.10.(2). Innovation (INO) has a positive influence on business performance variables (KIN) with a 0.000 significance level at a significant level of 0.05.(3). Entrepreneurship (WIRA) has a positive influence on business performance variables (KIN) with a synergy value of 0.00 at a significant level of 0.05.(4). Investment (INV) has no effect on business performance with significance of 0.223.(5). The moderator variables of entrepreneurs have an influence in contributing to the leadership competence of performance. With a significant value of 0.032.(6). The moderator variables of entrepreneurs have an influence in contributing to innovation on the performance of Entrepreneurship, with a significant value of 0.000 at the 0.05 level (7). The moderator variables of the entrepreneur have no influence in contributing to investment on the performance of the company. with a significant value of 0.060 at the 005 level.