Analisis dan Implementasi Market Basket Analysis (MBA) Menggunakan Algoritma Apriori dengan Dukungan Visualisasi Data

Abstract

Culture Coffee MSME is one of the MSMEs engaged in the culinary field and is experiencing business competition. A marketing strategy is needed with the right decision-making process so that the business can survive and excel. UMKM Culture Coffee uses a point of sales application to accommodate the transaction process and record transactions. Historical customer data can be processed into a basis for decision making for marketing strategies that effectively increase sales. However, the transaction data has not been used optimally. There is a need to analyze historical customer data that can generate information to form marketing strategies. Market Basket Analysis (MBA) is one of the methods in data mining used in knowing products that tend to be purchased together by customers known as Association Rule. Association rules produce products in the form of packages or bundling which are used as marketing strategies. The marketing strategy obtained is supported by data visualization which contains information from the data. Apriori algorithm is used to generate association rules. The result of this research is an association rule on the historical data of MSME Culture Coffee customer purchases. Based on these rules, recommendations for selling menu packages to customers can be given. The purpose of this research is to find customer purchasing patterns which are used as the basis for decision making in determining menu sales. The results showed 2 product packages, namely, nuggets and french fries with sausages and french fries with a support and confidence value of 12.5% and 37.6% with 10.8% and 29% respectively. The results of this study can be used as a basis for the sales and marketing strategy of Culture Coffee MSMEs to increase business revenue.