The Application of Product Marketing Strategy Using an Association Rule Mining Apriori Method

Abstract

In competition in the business world, it is necessary to find the right strategy that can be used in sales optimization. One strategy used in optimization is to determine the layout of the goods and keep the stock of goods available. Factors that influence the needs of market analysis is the level of frequency of consumers in buying an item. The number of transactions and data recording activities that still use the manual system, increasingly piling up only into expenditure and income records without any further processing. The method used in this analysis is the Apriori Algorithm which is commonly used in transaction data or commonly called Market Basket Analysis. Apriori algorithm is a type of association rule that can find a combination of items using two benchmarks, namely support and confidence. The concept of this association rule is to collect sales transaction data which will then be carried out by the mining process by determining the value of support and the value of trust. The results of this study can facilitate companies to increase sales turnover which refers to the results of processing sales transaction data using the Apriori Algorithm.

Aplikasi Berbasis Web Menggunakan Apriori Untuk Rekomendasi Bundling Produk Sembako

“…Pada penelitian [14] menggunakan algoritma apriori untuk market analysis tingkat frekuensi konsumen dalam membeli suatu barang. Dengan menetapkan dukungan minimum 0,3% dan kepercayaan minimum 60%, dapat menghasilkan informasi bahwa penjualan elektronik tertinggi di PT EPR Itemset tertinggi yang sering dicari konsumen adalah Chest Freezer ECF 320 dengan kode produk (15.47) dan item Frekuensi terendah yang jarang dicari konsumen yaitu Beras DFC 5015 Kompor dengan kode produk (12.9), Dispenser Air ED 03 S dengan kode produk (15.07), dan EAAC 180A dengan kode produk (15.34).…”

Increasing Product Promotion by Implementing Association Rules in The Web-Based Second_Oldshoes Store Sales System

“…Zulfikar et al (2016) explored the application of association rules with the Apriori algorithm to improve promotional quality, emphasizing the role of data mining techniques in improving marketing strategies [7]. Ananda et al (2020) investigated determining sales data patterns using the Apriori Association Rules Method, which shows the relevance of association rules in analyzing sales data [8]. Suchacka and Chodak (2017) investigated the use of association rules to assess purchase probability in online stores, highlighting the application of data mining in understanding consumer behavior and decision-making processes [9].…”