DETERMINING THE MARKETING STRATEGY OF TENANT FOOD & BEVERAGES USING ASSOCIATION RULES AT THE BOARDING LOUNGE INTERNATIONAL TERMINAL 3 SOEKARNO-HATTA AIRPORT Kahfi Akbar Ramadhan, SE., Dr. Gadang Ramantoko, Ir. DEA., Siska Noviaristanti, S.Si., M.T, Ph.D
Telkom University
Abstract
One of the airports managed by PT Angkasa Pura II (Persero) is Soekarno Hatta International Airport which is the busiest aviation hub in the Southeast Asia Region and the largest airport which are divided based on the destination of the airlines. The object of research is Terminal 3 for international departures with a non-aeronautical business stream category. The non-aeronautical business at Soekarno-Hatta International Airport consists of various business categories. These business categories are retail, advertising, food & beverages, utilities fees, lounges, duty free, land transportation, public parking and others. The one of the business categories to be researched is the food & beverages category at the boarding lounge international terminal 3 Soekarno-Hatta Airport.
The purpose of this study is to find out what food & beverages products are most often purchased in the international boarding lounge area of Terminal 3 Soekarno-Hatta using the concept of market basket analysis, increase sales from tenants using a cross selling strategy, and provide recommendations for increased purchases transactions on the order management tenant service at the Terminal 3 international boarding lounge using association rules.
The data collection method is carried out using secondary tenant data, originating from transaction data for purchasing products made by customers through the E-Pos Collection System (ECSyS) platform belonging to PT Angkasa Pura II (Persero). Data processing for associations is carried out using the R Studio application with following the criteria of Support, Confidence and Lift by searching product items that are frequently purchased by customers (Frequently Items). Based on the results of research, and using cross selling method can be used by tenants as a method to determine the right policy and as a 4P marketing strategy for customers based on the results of association rules to be able to provide product promotion program.
Keywords: Market Basket Analysis, Cross Selling, Frequently Items, Association Rules
