ABSTRACT
Soekarno Hatta International Airport, the busiest and largest aviation hub in the Southeast Asia Region with three terminals, is one of the airports managed by PT Angkasa Pura II (Persero). The object of this research is Terminal 3 international departure, with a non-aeronautical business stream consisting of various categories, such as retail, food & beverages, advertising, lounges, utility fees, duty-free, public parking, land transportation, etc. This research aims to determine the food & beverages products most often purchased in the international boarding lounge area of Terminal 3 Soekarno-Hatta. The concepts used are market basket analysis, cross-selling strategy, and recommendations for increased purchases. Secondary data were collected from transactions on products purchased by customers through the E-Pos Collection System (ECSyS) platform belonging to PT Angkasa Pura II (Persero). The data collected were processed using the R Studio application to determine the criteria of Confidence, Support, and Lift as well as the frequently purchased items. The results showed that tenants can use the cross-selling method to determine the right policy and marketing strategy for customers to provide product promotion program materials more precisely on target.
