The Influence Of Cross Selling, Up Selling, Pricing, And Promotions Sales To Sales Volume At Golden Tulip Jineng Resort Bali

Abstract

The hospitality industry experienced a significant decline in sales volume during the COVID-19 pandemic but has been gradually recovering in the post-pandemic period. In this context, investigating the factors that directly influence sales volume is essential for businesses seeking to optimize their recovery and long-term performance. This study analyzes the impact of Cross Selling, Up Selling, Price, and Sales Promotion on Sales Volume at Golden Tulip Jineng Resort Bali. Using a quantitative approach, data were collected through questionnaires distributed to 62 respondents, selected from a population of 188 using the Slovin formula. The results indicate that Cross Selling has a significant positive effect on Sales Volume, while Up Selling, Price, and Sales Promotion do not show significant effects. The coefficient of determination (R²) reveals that 50.1% of the variation in Sales Volume is explained by these variables, while the remaining 49.9% is influenced by other factors not included in the study. Based on these findings, management is advised to focus on improving Cross Selling strategies and re-evaluate the effectiveness of Up Selling, Price, and Sales Promotion approaches to boost sales.