SUMMARY

This research aims to determine the analysis of marketing strategies for online and offline stores in increasing sales (case study at the Madiun Edwi.id shop). The population in this research are the owners and employees at the Edwi.id Madiun Shop. This research is field research using descriptive qualitative research methods. Where the data is descriptive qualitative which explains in detail the contents of the documentation, interviews and observations carried out. The data validation technique uses source triangulation by collecting similar data and information from various different sources. The results of this research can show that the online and offline marketing strategy used by the Edwi.id Madiun store is by utilizing the use of social media as a sales promotion and providing good service to buyers so that can increase product sales every month. Online marketing strategies can make it easier for buyers to buy products without having to go to the store, thereby minimizing time. Edwi.id Madiun Store implements online and offline marketing strategies to keep up with the times where you can now carry out activities such as making online purchases in the digital era and can make purchases in stores directly.

Keywords: Strategy, offline and online marketing, sales