Computer File
Penerapan teknik market basket analysis untuk mendukung penentuan promosi penjualan di Toserba X Pamanukan
In free market and globalization era, the member of place that provides
many kinds of goods that customer needs, are growing. One of them is retail
business. The harshness of competition climate is driving retail businessman 10
race one another to gain customer.
The ability of retail businesses to survive in harsh competition depends on
their ability to understand customer's characteristic and needs. It is important for
the owner of retail business to understand customer characteristic, knows
customer needs, and how customer decide to buy goods. So, the owner of retail
business is able to fulfill customer needs and influence customer decision in
buying goods needed.
Toserba X as one qf the retail business thai grows at Pamanukan needs to
understand shopping pattern of their customer. They need to develop sales
promotion that can increase their sales so they can survive in the competition.
Customer's shopping pattern can be known by applying Market Basket
Analysis from customer's shopping transaction at Toserba X. The result can be
used to develop sales promotion that focus on banded pack promotion and
premium promotion which can increase sales. The result from Market Basket
Analysis technique are seventeen association rules for product chategory and nine
association rules for brand chategory. The association rules that obtained from
the technique are used to develop sales promotion suggestion program to increase
sales products. The sales promotion suggestion are give a little stuff as a bonus if
customer buy 5 Seddap Mie fried noodles and 1 Mr Potato Crisp Can, give a
snack as a bonus if customer buy 5 Indomie noodles or Sedaap Mie noodles for
all variant, do a banded pack for Gery Wafer and Sun Biscuit Susu with special
price, banded pack for Lifebuoy White soap and Pepsodent White Economy with a
special price, give a discount in buying Charm Body Fit Night Wings if customer
buy Clean&Clear Acne Cleanser or Biore Body Foam Pure Mild, a banded pack
for Royco Serbaguna and Kumbang Lada Halus with a special price, a banded
pack for Daia Semerbak Bunga and Fogo Lemari with a special price, and give a
free parking voucher if customer buying noodles product until nominal limit that
determined by Toserba X.
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