ANALISIS POLA PEMBELIAN KONSUMEN METODE APRIORI DAN K-MEANS UNTUK STRATEGI PENJUALAN MARTABAK BANGKA BAKAWAN

KHOIRUNNISA DASOPANG, NPM 2109100042 (2025) ANALISIS POLA PEMBELIAN KONSUMEN METODE APRIORI DAN K-MEANS UNTUK STRATEGI PENJUALAN MARTABAK BANGKA BAKAWAN. Skripsi thesis, Universitas Labuhanbatu.

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Abstract

Penelitian ini dilakukan untuk menganalisis pola pembelian konsumen Martabak Bangka Bakawan yang menghadapi tantangan dalam memahami preferensi pelanggan guna meningkatkan strategi pemasaran dan penjualan. Dengan landasan teori algoritma Apriori yang mampu menemukan asosiasi antar produk serta algoritma K-Means yang digunakan untuk mengelompokkan konsumen berdasarkan kesamaan perilaku pembelian, penelitian ini dirancang melalui tahapan pengumpulan data transaksi, pra-pemrosesan, dan penerapan kedua algoritma tersebut. Hasil analisis Apriori menunjukkan adanya kombinasi varian martabak yang sering dibeli bersamaan, di antaranya Coklat dengan Coklat Keju (support 0,95; confidence 1) serta Coklat Kacang dengan Coklat Keju (support 0,95; confidence 0,95), sedangkan kombinasi tiga item seperti Coklat, Coklat Kacang, dan Coklat Keju juga dominan dengan support 0,85, sehingga dapat dijadikan dasar strategi bundling produk. Di sisi lain, penerapan K-Means menghasilkan tiga cluster konsumen, yaitu cluster pelanggan setia dengan frekuensi tinggi yang dominan membeli Coklat Keju dan Coklat Kacang, cluster dengan preferensi campuran rasa seperti Durian, Pisang, dan Jagung, serta cluster dengan pembelian rendah dan pola acak, yang masing-masing dapat dijadikan target promosi berbeda sesuai karakteristiknya. Dengan demikian, kombinasi metode Apriori dan K-Means terbukti efektif dalam memberikan wawasan pola pembelian dan segmentasi konsumen, sehingga hasil penelitian ini dapat digunakan sebagai dasar dalam penyusunan strategi pemasaran berbasis data yang lebih tepat sasaran, meningkatkan penjualan, serta mendukung kepuasan pelanggan. Kata Kunci: Asosiasi, Cluster, Metode Apriori, Metode K-Means, Pola Pembelian ===================================================================================== This study was conducted to analyze the purchasing patterns of Martabak Bangka Bakawan consumers who face challenges in understanding customer preferences in order to improve marketing and sales strategies. With the theoretical basis of the Apriori algorithm that is able to find associations between products and the K-Means algorithm used to group consumers based on similar purchasing behavior, this study was designed through the stages of transaction data collection, pre-processing, and application of both algorithms. The results of the Apriori analysis show that there are combinations of martabak variants that are often purchased together, including Chocolate with Chocolate Cheese (support 0.95; confidence 1) and Chocolate Peanut with Chocolate Cheese (support 0.95; confidence 0.95), while the combination of three items such as Chocolate, Chocolate Peanut, and Chocolate Cheese is also dominant with support 0.85, so it can be used as a basis for product bundling strategies. On the other hand, the application of K-Means produces three consumer clusters, namely a loyal customer cluster with a high frequency that predominantly buys Chocolate Cheese and Chocolate Peanut, a cluster with a mixed preference for flavors such as Durian, Banana, and Corn, and a cluster with low purchases and random patterns, each of which can be targeted for different promotions according to its characteristics. Thus, the combination of the Apriori and K-Means methods has proven effective in providing insights into purchasing patterns and consumer segmentation, so that the results of this study can be used as a basis for developing data-based marketing strategies that are more targeted, increase sales, and support customer satisfaction. Keywords: Association, Cluster, Apriori Method, K-Means Method, Purchasing Pattern

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Asosiasi, Cluster, Metode Apriori, Metode K-Means, Pola Pembelian=============Association, Cluster, Apriori Method, K-Means Method, Purchasing Pattern
Subjects:	Q Science > QA Mathematics > QA75 Electronic computers. Computer science Q Science > QA Mathematics > QA76 Computer software T Technology > T Technology (General) Z Bibliography. Library Science. Information Resources > Z665 Library Science. Information Science Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4050 Electronic information resources Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4450 Databases
Divisions:	Fakultas Sains Dan Teknologi > Sistem Informasi
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	23 Feb 2026 07:51
Last Modified:	23 Feb 2026 07:51
URI:	http://repository.ulb.ac.id/id/eprint/2090

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