PERAN STRATEGI DIVERSIFIKASI FOOD AND BEVERAGE UNTUK MENINGKATKAN COMPETITIVE ADVANTAGE DI RAYZ HOTEL UMM

Competition in the hotel business in Indonesia is getting tighter from year to year, in fact almost no hotel runs alone without having competitors. Competitive advantage is important for companies to achieve success and maintain their sustainability in a competitive market. Therefore, diversification strategies have an important role in realizing the success of a hotel. This research aims to determine the role of food and beverage diversification strategies to increase competitive advantage at Rayz Hotel UMM. The type of research used in this research is descriptive research with a qualitative approach. The data collection techniques used were observation, interviews and documentation. The informants taken for data analysis were internal parties at Hotel Rayz UMM and customers. The data analysis method used in this research is the Miles and Huberman interactive data analysis model, namely data reduction, data presentation and drawing conclusions. The results of the research show that the food and beverage diversification strategy plays a role in increasing competitive advantage at Rayz Hotel UMM, but its implementation is still not optimal and there needs to be improvements such as rotate food and drinks every day, carry out selection in the F&B team recruitment process, program regular F&B team training, create attractive food and drink themes, procure air conditioning and bread baking equipment.