Penerapan Market Basket Analysis Untuk Optimalisasi Strategi Pemasaran di UMKM Diah Cookies

Application of Market Basket Analysis to Optimize Marketing Strategies in MSMEs Diah Cookies

UMKM Diah Cookies merupakan usaha mikro di bidang kuliner yang memproduksi berbagai jenis kue kering dan olahan lain. Meskipun memiliki data transaksi penjualan harian, pemanfaatan data tersebut dalam menganalisis perilaku konsumen masih belum optimal. Penelitian ini bertujuan untuk mengidentifikasi pola pembelian konsumen menggunakan Market Basket Analysis dengan algoritma Apriori. serta merancang strategi pemasaran berbasis data transaksi penjualan harian periode Januari-November 2024. Data diolah dengan menggunakan perangkat lunak RapidMiner Studio. Hasil penelitian menunjukkan adanya pola pembelian produk yang sering dibeli secara bersamaan, seperti kombinasi antara Nastar Keju dan Sagu Keju berasosiasi dengan Kastangel Ori, Rollcake Choco dengan Rollcake Keju, serta Akuroti varian Choco Chunk dan Tiramisu berasosiasi dengan Oreo Cream Cheese. Pola-pola ini dijadikan sebagai dasar dalam penyusunan strategi pemasaran, seperti bundling produk, pengaturan tata letak toko, serta penataan produk dalam etalase (planogram). Berdasarkan hasil penelitian tersebut, penerapan Market Basket Analysis terbukti efektif dalam memberikan wawasan yang relevan untuk mendukung pengambilan keputusan strategi pemasaran di UMKM Diah Cookies.

Keyword: Market Basket Analysis1, Algoritma Apriori2, Strategi Pemasaran3.

MSMEs Diah Cookies are micro businesses in the culinary sector that produce various types of pastries and other preparations. Even though it has daily sales transaction data, the use of this data in analyzing consumer behavior is still not optimal. This study aims to identify consumer purchasing patterns using Market Basket Analysis with a priori algorithm. and designing a marketing strategy based on daily sales transaction data for the January–November 2024 period. The data is processed using RapidMiner Studio software. The results of the study showed that there was a pattern of buying products that were often purchased at the same time, such as the combination of Nastar Cheese and Sago Cheese associated with Kastangel Ori, Choco Rollcake with Cheese Rollcake, and Akuroti variant of Choco Chunk and Tiramisu associated with Oreo Cream Cheese. These patterns are used as the basis for the preparation of marketing strategies, such as product bundling, store layout arrangements, and product arrangement in storefronts (planograms). Based on the results of the study, the application of Market Basket Analysis has proven to be effective in providing relevant insights to support marketing strategy decision-making in Diah Cookies MSMEs.

Keywords: Market Basket Analysis1, Apriori Algorithm2, Marketing Strategy3.