<p>Various kinds of technological advances today, human life is facilitated with everything. With various technologies that exist and have been developed very rapidly and sophisticatedly. As a reciprocal of this very rapid technology, consumers also take advantage of making purchases online and offline. Everyone's opinion is definitely different, some choose online as well as offline or go directly to the store of interest. Shopping online is not a problem, but sometimes as a consumer, you can't see the goods directly, only visual images. While offline can be seen directly but sometimes there are obstacles such as the distance from the place of interest to shopping. Consumer dissatisfaction is also often encountered by some sellers, especially online sellers who often complain about items that do not match, colors are not the same and so on. In the offline store itself, you can compare prices, goods, and models and even if you complain, you can go directly to the seller directly. The method used in this journal research is quantitative and cumulative.</p>
<p><strong>Keywords</strong>: Buying and Selling, Communication, Negotiation, Marketing Strategy, Technology</p>