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The intense competition in the hospitality industry today demands improvements in service quality to achieve guest satisfaction. The role of the Front Desk Agent is crucial in this regard, as they interact directly with guests from their arrival until their departure. Therefore, in carrying out their operations, there is a need for Standard Operating Procedures (SOP) to provide consistent and high-quality service to guests. This study aims to determine the effectiveness implementation, and challenges in applying Standard Operating Procedures (SOP) for Front Desk Agent s in improving service at Hotel Baron Indah. This study uses a qualitative descriptive approach with data collection methods including observation, interviews, documentation, and literature review. The results of this study indicate that the implementation of Standard Operating Procedures (SOP) for Front Desk Agent s at Hotel Baron Indah is already quite good and effective in improving service, although there are still technical challenges and a need to further develop the Standard Operating Procedures (SOP) themselves, particularly regarding worker protection for unexpected situations. Therefore, the management of Hotel Baron Indah is encouraged to regularly update and provide training on the Standard Operating Procedures (SOP) to ensure more consistent service and better preparedness for unexpected situations.
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