Analysis of the Implementation of Upselling Strategy in Food and Beverage Sales at Envy Restaurant, Holiday Inn Resort Baruna Bali
Kata Kunci:
Up-selling, food and beverage, sales strategy, hotel restaurantAbstrak
Purpose: This study aims to analyze the implementation of the up-selling strategy in increasing food and beverage sales at Envy Restaurant, Holiday Inn Resort Baruna Bali, Indonesia.
Research methods: This research uses a qualitative approach, with data collected through in-depth interviews with servers, supervisors, and managers; non-participant observation; and document study in the form of sales reports and Standard Operating Procedures (SOPs). Data analysis was carried out using the Miles and Huberman model, which includes data reduction, data display, and conclusion drawing. Data validity was reinforced through source triangulation.
Findings: The findings show that while the up-selling strategy has been mandated by management, its implementation remains suboptimal. This is due to a lack of continuous training, limited understanding of effective up-selling techniques among servers, the absence of a structured performance evaluation system, and weak communication and motivation between management and staff. The menu engineering analysis also revealed that food and beverage items categorized as Plow horses (high popularity, low profitability) and Puzzles (high profitability, low popularity) should become the main focus for improvement through up-selling strategies.
Implication: Comprehensive training, a structured performance evaluation system, and intensive communication between management and staff are needed to optimize the potential of this strategy and achieve the set sales targets.
Referensi
Abdussamad, H., & Sik, D. (2021). Metodologi Penelitian Kualitatif dalam Ilmu Sosial dan Pendidikan. Prenadamedia Group.
Agus. (2012). Food and Beverage Department. Gramedia.
Agustinova, D. E. (2015). Metodologi Penelitian Kualitatif: Teori dan Praktik. Graha Ilmu.
Ananda, A. (2022). Dasar-dasar Food and Beverage Service. Mitra Cendikia Press.
Ananda, A. (2022). Peran Food & Beverage Service dalam Memberikan Pelayanan untuk Meningkatkan Kepuasan Pelanggan di McDonald’s Jatipadang. Jurnal Ekonomi dan Bisnis, 11(3), 263–277.
Andayani, N. L. H., Trianasari, T., & Nugraha, I. G. P. (2021). Sustainable agritourism based on resource based theory. Advances in Economics, Business and Management Research, 197, 462–464.http://dx.doi.org/10.2991/aebmr.k.211124.065.
Andiani, N. D., Widiastini, N. M. A., & Rahmawati, P. I. (2020, December). One Agent Optimization Based on E-Marketing for Young Enterprises in North Bali. In 5th International Conference on Tourism, Economics, Accounting, Management and Social Science (TEAMS 2020) (pp. 260-265). Atlantis Press.http://dx.doi.org/10.2991/aebmr.k.201212.036.
Chaerunnisa, S. (2019). Peran Server dalam Strategi Upselling. Jurnal Pariwisata Nusantara, 5(2), 110–117.
Creswell, J. W. (2013). Qualitative Inquiry and Research Design: Choosing Among Five Approaches (3rd ed.). SAGE Publications.
Dewi, K. I. R., & Andayani, N. L. H. (2024). Strategi pemasaran pada food and beverage service department Hotel Banyualit Spa 'n Resort dalam meningkatkan penjualan. Jurnal Manajemen Perhotelan dan Pariwisata (JMPP), 7(2), 15–28.https://doi.org/10.23887/jmpp.v7i2.80426.
Fadhila, A. A., Solikhin, A., & Sugiman, S. (2022). Strategi Upselling dalam Meningkatkan Volume Penjualan Makanan Dessert di Harris Cafe Restaurant. Jurnal Ekonomi dan Bisnis Terapan, 4(2), 33–40.https://jurnal.usahidsolo.ac.id/index.php/IAB/article/view/962.
Mudana, I. G., Gusman, D., & Ardini, N. W. (2023a). Implementation of tri hita karana local knowledge in uluwatu temple tourist attraction, Bali, Indonesia. International Journal of Professional Business Review, 8(11), 44. http://dx.doi.org/10.26668/businessreview/2023.v8i11.4072.
Mudana, I. G., Ginaya, G., Gusman, D., & Ardini, N. W. (2023b). Kuta and the Implementation Of Cultural Tourism: The Popularity Of Beach Resort Strengthened By Balinese Art And Cultural Attraction. Russian Law Journal, 11(5), 1831-1848.
Mudana, I. G., Suamba, I. B. P., Putra, I. M. A., & Ardini, N. W. (2018). Practices of Bali Tourism Development, Threefolding, and Tri Hita Karana Local Knowledge In New Order Indonesia. In Journal of Physics: Conference Series (Vol. 953, No. 1, p. 012108). IOP Publishing. http://dx.doi.org/10.1088/1742-6596/953/1/012108.
Mudana, I. G., Wijaya, I. N. C., Ginaya, I. G., Gusman, D., & Ardini, N. W. (2024). Application of Soft Systems Methodology Approach to Find Sustainable Gastronomic Solutions in Bali, Indonesia. Academica Turistica-Tourism and Innovation Journal, 17(2). http://dx.doi.org/10.26493/2335-4194.17.179-194.
Nugraha, I. G. P., Rahmawati, P. I., & Andayani, N. L. H. (2021, November). Serangan tourism village management strategy for achieving quality tourism destinations. In 6th International Conference on Tourism, Economics, Accounting, Management, and Social Science (TEAMS 2021) (pp. 501-504). Atlantis Press. http://dx.doi.org/10.2991/aebmr.k.211124.071.
Widiastini, N. M. A. (2012). Strategi Pemasaran Pariwisata Di Kabupaten Buleleng, Bali. Jurnal Ilmu Sosial dan Humaniora, 1(1).
Paramitha, I. G. A. C., & Ekasani, K. A. (2024). Penerapan Standar Operasional Prosedur Pelayanan Pramusaji. PARIS (Jurnal Pariwisata dan Bisnis), 3(4), 585–590.https://doi.org/10.22334/paris.v3i4.761.
Parantika, A. (2021). Analisa Kreativitas Upselling sebagai Tanggung Jawab Server. Jurnal Perhotelan & Pariwisata, 4(1), 78–85. https://journal.polteksahid.ac.id/index.php/jstp/article/view/161.
Prananta, I. K. Y. (2024). Strategi Upselling dalam Industri Perhotelan. Laporan Hasil Penelitian Internal STPBI.
Priyantina, W., Widodo, & Sutanto, E. M. (2016). Strategi Penjualan dalam Meningkatkan Keuntungan melalui Upselling dan Cross Selling. Jurnal Manajemen Pemasaran, 8(1), 88–98.
Raco, J. R. (2010). Metode Penelitian Kualitatif: Jenis, Karakteristik dan Keunggulannya. Grasindo.
Rukajat, A. (2018). Pendekatan Penelitian Kualitatif: Qualitative Research Approach. Deepublish.
Setiawan, I. K. D., & Rahmawati, P. I. (2020). Evaluasi Penerapan Standar Operasional Prosedur dan Strategi Peningkatan Kualitas Layanan di Envy Restaurant Holiday Inn Resort Baruna Bali.
Setyorini, Y. (2024a). Strategi Penjualan Langsung: Studi Kasus Envy Restaurant. Jurnal Pemasaran Jasa, 6(1), 44–50.
Setyorini, Y. (2024b). Strategi Upselling untuk Meningkatkan Profitabilitas Hotel. Jurnal Inovasi Manajemen Perhotelan, 3(1), 9–17.
Tannady, H. (2017). Manajemen Sumber Daya Manusia. Expert.
Unduhan
Diterbitkan
Terbitan
Bagian
Lisensi
Artikel ini berlisensiCreative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
