Penerapan Algoritma Apriori dalam Pengembangan Sistem Rekomendasi Produk untuk Meningkatkan Penjualan Impulsif melalui Analisis Pola Pembelian

Elsa Rahma Hidayani; Melri Deswina

doi:10.61132/merkurius.v3i4.1006

Authors

Elsa Rahma Hidayani Universitas Negeri Padang
Melri Deswina Universitas Negeri Padang

DOI:

https://doi.org/10.61132/merkurius.v3i4.1006

Keywords:

Apriori Algorithm, Association Rules, Data Mining, Impulsive Sales, Recommendation System, Retail

Abstract

This research aims to develop a recommendation system that can help retail business owners design more effective, data-driven promotional strategies. This system utilizes data mining techniques and the Apriori algorithm to extract association rules from consumer transaction data, thereby identifying more specific and accurate consumer purchasing patterns. Based on these patterns, the system can provide relevant promotional recommendations, such as product bundling, buy-one-get-one offers, or special discounts, which can attract consumer interest and increase sales. The system's implementation process is presented in the form of an interactive dashboard, which allows business owners to upload their transaction data, adjust analysis parameters, and visualize the promotional recommendation results in a way that is easier to understand and can be directly applied to their marketing strategies. This system not only provides well-structured promotional recommendations but also enables retail business owners to make more informed and efficient decisions in determining the type of promotion to implement, based on insights gained from analyzing their own transaction data. By utilizing this system, business owners can optimize their promotional strategies more efficiently and effectively, because they can quickly identify promotions that best suit consumer purchasing patterns. This can increase impulse sales, as relevant promotions will encourage consumers to purchase more products. Furthermore, this system shows great potential in increasing consumer engagement, as the promotions provided are more personalized and tailored to each consumer's preferences. Therefore, the implementation of this recommendation system has the potential to drive significant sales growth and help retail business owners achieve greater profits, as well as accelerate their business decision-making process. This system, ultimately, not only benefits business owners but also enhances the consumer shopping experience with promotions that are more tailored to their needs and preferences.

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