Application of Market Basket Analysis with The Apriori Algorithm to Discover Consumer Behavior Patterns Through Transaction Data

Nurdin S.Kom., M.Kom (SCOPUS ID=ID: 57201646662), Muthrib Abdurraafi, Ar-Razi Ar-Razi

Abstract


Market Basket Analysis is an itemset that is purchased simultaneously by customers in a transaction. Apart from that, it is also used to analyze consumer behavior patterns from the transaction data. Kaffah Mart is a supermarket that sells basic daily necessities and household products. This supermarket store does not yet know consumer shopping patterns in the shopping basket. This research aims to determine the pattern of product associations formed based on the application of Market Basket Analysis, finding the right product marketing strategy based on the results of the rules formed using the Apriori algorithm. The benefits of this research can be to help develop a more effective marketing strategy so that it can_increase product sales profits at the Kaffah Mart supermarket. The methods or stages carried out in this research are: data collection, system flowchart design, application of the Apriori algorithm and system implementation. From the results of this research, it was found that the items that sell best for the 3-itemset are if consumers buy soy sauce, chili sauce, then consumers will also buy instant noodles. If consumers buy toothbrushes and mouthwash, consumers will also buy toothpaste with a confidence value of 100%. The item for the 2-itemset is that if consumers buy shampoo, then consumers will also buy bath soap with a confidence value of 96.87%.

Keywords


algoritma Apriori; Association Rule; Data Mining

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References


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DOI: https://doi.org/10.32520/stmsi.v15i3.3905

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