Upselling and Cross-Selling Strategies for Increasing Motorcycle Spare- Parts Sales: A Study of a Retail Store in Metro City

Abstract

The motorcycle spare-parts business is among the fastest-growing retail sectors in Indonesia, and
intense competition requires effective marketing strategies, including upselling and cross-selling. This
study analyses the application of upselling and cross-selling strategies for increasing spare-parts sales,
assesses employees' understanding and skills in applying these strategies, and identifies the inhibiting
and supporting factors at a spare-parts store in Metro City. A descriptive qualitative method was
applied through interviews and observation involving the owner and six employees as informants,
supported by internal and external factor evaluation and SWOT analysis. The results show that
upselling was implemented by offering premium products and cross-selling by promoting
complementary items, and that both strategies increased average transaction value and customer
loyalty. The internal factor evaluation produced a score of 3.20 and the external factor evaluation a
score of 3.54, while the strategic-position coordinates indicated that internal weaknesses and external
threats are currently dominant, calling for a defensive yet growth-oriented approach. The main
obstacles were price competition and limited use of digital technology, while the supporting factors
were product availability and customer trust. The study concludes that upselling and cross-selling
contribute positively to sales growth and provides a reference for marketing-strategy development in
spare-parts retail.