STUDI APLIKATIF PENINGKATAN PENJUALAN MENU KATEGORI PUZZLE DAN PLOWHORSE MELALUI SUGGESTIVE SELLING DI 56 DEGREES BANDUNG

• Main Author: Nadia, Pangestika (Author)
• Format: Book
• Published: 2018-04-23.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/35493/1/S_MIK_1401714_Title.pdf; http://repository.upi.edu/35493/2/S_MIK_1401714_Abstract.pdf; http://repository.upi.edu/35493/3/S_MIK_1401714_Table_of_content.pdf; http://repository.upi.edu/35493/4/S_MIK_1401714_Chapter1.pdf; http://repository.upi.edu/35493/5/S_MIK_1401714_Chapter2.pdf; http://repository.upi.edu/35493/6/S_MIK_1401714_Chapter3.pdf; http://repository.upi.edu/35493/7/S_MIK_1401714_Chapter4.pdf; http://repository.upi.edu/35493/8/S_MIK_1401714_Chapter5.pdf; http://repository.upi.edu/35493/9/S_MIK_1401714_Bibliography.pdf; http://repository.upi.edu/35493/10/S_MIK_1401714_Appendix.pdf
• Keywords: H Social Sciences (General); HF Commerce

Penelitian ini dilatarbelakangi penurunan volume penjualan pada menu a la carte di 56 Degrees Bandung periode November 2016 - Oktober 2017. Restoran 56 Degrees belum menerapkan metode menu engineering sebagai salah satu alat untuk mengevaluasi menu yang dijual. Penelitian ini bertujuan untuk melihat pengaruh penerapan analisis menu engineering yang didukung dengan metode suggestive selling untuk menu kategori puzzle dan plowhorse sehingga dapat meningkatkan volume penjualannya. Jenis penelitian yang digunakan adalah jenis penelitian kuantitatif dan metode eksperimen. Sedangkan metode penelitian yang digunakan adalah metode verifikatif dengan analisis deskriptif. Data primer yang digunakan adalah data penjualan menu a'la carte di 56 Degrees periode November 2016 - Oktober 2017. Metode analisis data menggunakan pendekatan matriks menu engineering untuk mengetahui klasifikasi menu, dan analisis korelasi dan regresi untuk melihat tingkat pengaruh dari variabel-variabel yang diteliti. Berdasarkan hasil perhitungan menu engineering terdapat 39,45% atau 15 item menu dengan kategori puzzle dan plowhorse. Setelah dilakukan eksperimen penerapan suggestive selling pada menu puzzle dan plowhorse periode Januari 2018 - Maret 2018 didapatkan hasil 60% atau 9 item menu mengalami peningkatan penjualan dan 40% atau 6 item menu mengalami penurunan penjualan. Dengan hasil akhir kualitas menu maupun suggestive selling berpengaruh terhadap volume penjualan baik secara parsial maupun simultan. ;---This research are based on the decreasing selling volume of a la carte menu at 56 Degrees from November 2016 until October 2017. 56 Degrees café has not yet applying menu engineering methods as a tools to evaluate the menu that is sold. The purposes of this research is to see the effect of the application of the menu engineering analysis which is supported by suggestive selling method for puzzle and plowhorse menu category, so it can increase the selling volume. The types of this research is a quantitative research and the experiment method. Meanwhile the research methods that is used is verification method with descriptive analysis. The primer data that is used is the data sales of a la carte menu at 56 Degrees café from November 2016 until October 2017. To analyze the data itself is using matrix enclosing of menu engineering in order to classified the menu, and correlative and regression analysis to see the impact from the researched variabels. According to the menu engineering calculation there is 39,45% or 15 menu items within the puzzle and plowhorse category. After the experiment of suggestive selling was conducted the puzzle and plowhorse at January 2018 until march 2018 can be seen about 60% or 9 menu items are having an up selling and about 40% or 6 menu items are having a down selling. In conclusion, the quality of the menu and suggestive selling is having a big impact to the selling volume both partially and simultaneously.