Application Market Basket Analysis of Circle-K Minimarket to Know Consumer Purchasing Patterns
Keywords:
Market Basket Analysis, Rapid Miner, Algoritma FP-Growth, Aturan Asosiasi, Pola PembelianAbstract
The increasing number of minimarkets in Indonesia, especially in Batam city, has led to intensified competition among them. To understand consumer purchasing patterns, the author employed the Market Basket Analysis method. Market Basket Analysis is an approach that examines customer shopping habits by identifying associations and correlations among various items. This study collected data directly from the Circle-K minimarket. The researcher collected and cleaned transaction sales data, and then organized it into tables using Microsoft Excel. The data was grouped into different departments, which facilitated importing it into RapidMiner software. Data processing was conducted using association rules and RapidMiner software with the FP-Growth algorithm to identify items frequently purchased together by consumers. For this research, a support value of 10% and a confidence value of 80% were used. This resulted in two association rules. The findings indicated that customers who purchased Dept 2 (snacks) always bought Dept 1 (beverages) simultaneously with a confidence level of 84.2% (0.842). Furthermore, customers who purchased Dept 2 (snacks) and Dept 7 (heavy meals) always bought Dept 1 (beverages) together with a confidence level of 100% (1.000), based on all transaction data recorded in June 2023. Hence, it can be concluded that these association rules are valid.
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