MARKET BASKET ANALYSIS MENGGUNAKAN ALGORITMA APRIORI UNTUK MENDUKUNG STRATEGI PROMOSI PRODUK

Abstrak

The intense business competition requires companies to deeply understand consumer behavior in order to design effective marketing strategies. This study was conducted to analyze customer purchasing patterns using the market basket analysis method with the Apriori algorithm. This was done because previously the company carried out promotional strategies conventionally without utilizing data analysis or understanding consumer purchasing patterns, resulting in less optimal promotional outcomes. The data used consists of 103 briquette sales transactions during the period from March 2024 to March 2025, which were then processed to find frequent itemsets and association rules. The analysis results show that the combination of Hexagonal With Hole (non-premium) briquettes and Rectangle (non-premium) briquettes is the most frequently purchased together, with a support value of 39.81%, a confidence value of 91.11%, and a lift value of 1.42. These findings provide strategic insights that companies can use to design promotions through bundling and cross-selling.