ANALISIS POLA PEMBELIAN KONSUMEN DI PT XYZ MENGGUNAKAN MARKET BASKET ANALYSIS
DOI:
https://doi.org/10.35718/jinseng.v4i2.8482126Kata Kunci:
Market Basket Analysis, FP-Growth, Pola Pembelian Konsumen, Data Mining, Aturan Asosiasi, Strategi PemasaranAbstrak
Market Basket Analysis (MBA) merupakan pendekatan data mining yang digunakan untuk mengidentifikasi pola asosiasi antar produk dalam data transaksi. Pendekatan ini bermanfaat bagi perusahaan ritel dalam memahami perilaku pembelian konsumen serta merancang strategi pemasaran yang tepat sasaran. Penelitian ini bertujuan menganalisis pola pembelian konsumen di PT XYZ, perusahaan ritel kebutuhan rumah tangga dan makanan ringan, menggunakan algoritma FP-Growth. Data berupa 1.200 transaksi pelanggan periode Januari-Maret 2025. Algoritma FP-Growth diterapkan dengan minimum support 5% dan confidence 60%. Hasil analisis menunjukkan kombinasi produk dengan asosiasi kuat, seperti "Mie Instan"→"Saus Sachet" (support: 0,15; confidence: 0,82; lift: 1,35), dan "Minuman Botol"→"Snack Ringan" (support: 0,13; confidence: 0,79; lift: 1,31). Pola ini mengindikasikan dua skenario pembelian: rutin dan impulsif, yang dapat dimanfaatkan untuk strategi cross-selling, bundling, penempatan produk, dan promosi. Temuan ini memberikan dasar optimalisasi pengelolaan stok dan pengambilan keputusan berbasis data.
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