Analysis of marketing strategy at setia stores using ahp, clustering, and ar-mba method
DOI:
https://doi.org/10.12928/ijio.v2i2.4369Keywords:
Analytical hierarchy process, Association rules, Market basket analysis, K-Means clustering.Abstract
A company can survive and thrive when the strategies and processes applied in its business are correct. One of the processes in determining strategy in decision making. The owner of Setia Store has difficulty in choosing a marketing strategy. The product layout shows this in the Setia Store, which confuses customers. Setia Store also rarely offers a promotion, making it difficult to compete with competitors. This study aims to help Setia Store increase sales by determining the right marketing strategy. To determine the right marketing strategy, there are three methods developed. First of all, the analytical hierarchy process (AHP) is employed to find the customer priorities. Then, clustering is proposed to find potential marketing targets that have similar characteristics from the results of the AHP method. Third, association rule-market basket analysis (AR-MBA) is developed to find the best rules for product marketing strategy. The first method shows that the housewives (EV=0.6270) are Setia Store's priority customers from the three methods. Second, cluster 3 (which has three characteristics in common) is a very potential target market. Third, the best rule is to buy products from departments 2 and 3 (Confidence 60%, Support 12%). From these results, the right marketing strategy is to create a buy 1 get 1 promo banner or label for products that are rarely purchased, such as household appliances. Then, create a catalog by bringing together frequently purchased products such as spices and food ingredients. Finally, improve the layout by bringing the departmental shelves closer to frequently purchased products.
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Alfiqra, A., & Alfizi, F. Y. (2018). Penerapan Market Basket Analysis Menggunakan Proses KDD (Knowledge Discovery in Database) Sebagai Strategi Penjualan Produk Swalayan (Studi Kasus: Swalayan X). Industrial Engineering National Conference (IENACO). Surakarta.
Alsamaray, H. S. (2017). AHP as Multi-criteria Decision Making Technique, Empirical Study in Cooperative Learning at Gulf University. European Scientific Journal, 13(13), 272-289.
Anjassari, D. (2018). Analisis Pola Pembelian Pelanggan Pada Transaksi Pejualan. Universitas Kristen Satya Wacana.
Atmoko, T. P. (2018). Strategi Pemasaran untuk Meningkatkan Volume Penjualan di Cavinton Hotel Yogyakarta. Journal of Indonesian Tourism, Hospitality and Recreation, 1(2). 83-96.
Bastian, A., Sujadi, H., & Febrianto, G. (2018). Penerapan Algoritma K-Means Clustering Analysis pada Penyakit Menular Manusia (Studi Kasus Kabupaten Majalengka). Jurnal Sistem Informasi, 9(1), 26-36.
Butar-Butar, D. A., Amalia, D., Trio, K. M., & Naibaho, Y. (2020). Pemanfaatan Teknologi Informasi Dalam Pengambilan KeputusanPenilaian Karyawan Terbaik. Jurnal Sains dan Teknologi (SAINTEK), 2(1), 43-46.
Cahyono, P. (2016). Implementasi Strategi Pemasaran Dengan Menggunakan Metode SWOT Dalam Upaya Meningkatkan Penjualan Produk Jasa Asuransi Kecelakaan dan Kematian Pada PT. Prudential Cabang Lamongan. Jurnal Penelitian Ilmu Manajemen, 1(2). 129-138.
Diwayana Putri Nasution, S. M., & Annisa Ilmi Faried Lubis, S. M. (2018). Peranan UKM Terhadap Pertumbuhan Ekonomi di Indonesia. Jurnal Kajian Ekonomi dan Kebijakan Publik, 3(2), 58-66.
Fawaid, A., Suharyono, & Mawardi, M. K. (2016). Analisis Strategi Pemasaran Perusahaan yang Berorientasi Ekspor dalam Peningkatan Volume Penjualan (Studi pada PT Kharisma Rotan Mandiri di Sukoharjo). Jurnal Administrasi Bisnis, 39(1), 1-8.
Hakim, M. L. (2020). Pengelompokan Data Transaksi Penjualan Menggunakan Algoritma Clustering K-Means pada Toko An Nur. Universitas Semarang.
Halim, R., Amroni, & Jusia, P. A. (2017). Perancangan Market Basket Analysis MenggunakanAssociation Rule untuk Pendukung KeputusanPromosi pada Sistem Penjualan Sun Young Cell. Jurnal PROCESSOR, 12(1), 964-973.
Husna, F. D. (2019). Analisis Strategi Pemasaran dalam Upaya Meningkatkan Penjualan Ikan Salai Patin menggunakan Metode AHP dan SWOT (Studi Kasus: Kelompok Pengolah Putra Agung). UIN Suska Riau.
Ji, Z., Pi, H., Wei, W., Xiong, B., Wozniak, M., & Damasevicius, R. (2019). Recommendation Based on Review Texts and Social Communities: A Hybrid Model. IEEE Access, VII, 40416-40427.
Keputusan Presiden (KEPPRES) NO. 99, LN. 1998 NO. 112, LL SETNEG : 21 HLM.
Kuswayati, S., & Tjahyadi, D. (2017). Market Basket Analysis Menggunakan Algoritma Apriori untuk Penetapan Strategi Bundling Penjualan Barang. Jurnal STT Bandung, 5.
Laboratorium Statistika dan Optimasi Industri FTI UII. (2019). Modul Association Rule. Yogyakarta: FTI UII.
Lestari, D. R. (2019). Implementasi Data Mining Untuk Pengaturan Layout Swalayan Delimas Lestari Kencana Dengan Menggunakan Dengan Menggunakan Algoritma K-Means Clustering. Jurnal Riset Komputer (JURIKOM), 6(2), 112-117.
Mohammad, G. (2018). Penilaian dan Perbaikan Performansi Rantai Pasok Menggunakan Supply Chain Operation Reference (SCOR) untuk Divisi Grocery di Super Indo Supermarket Cabang Istana Majapahit Semarang. Universitas Islam Indonesia.
Munthafa, A. E., & Mubarok, H. (2017). Penerapan Metode Analytical Hierarchy Process dalam Sistem Pendukung Keputusan Penentuan Mahasiswa Berprestasi. Jurnal Siliwangi, 3(2), 192-201.
Nagari, S. S., & Inayati, L. (2020). Implementation of Clustering Using K-Means Method to Determine Nutritional Status. Jurnal Biometrika dan Kependudukan, 9(1), 62-68.
Nurainun, T., & Malva, Y. A. (2016). Rancangan Strategi Pemasaran Menggunakan Metode AHP dan Marketing Mix (Studi Kasus PT. XXX Pekanbaru). Prosiding Seminar Nasional XI “Rekayasa Teknologi Industri dan Informasi". Yogyakarta.
Permata, E. G., Kusumanto, I., Nur, M., & Sijabat, M. N. (2019). Analisis Strategi Pemasaran Dengan Menggunakan Metode Swot dan Analytical Hierarchy Process(AHP) untuk Meningkatkan Volume Penjualan. Seminar Nasional Teknologi Informasi, Komunikasi dan Industri (SNTIKI) 11. Pekanbaru.
Riandi, T. (2021). Analisis Strategi Pemasaran untuk Meningkatkan Kinerja Perusahaan pada Perusahaan Batik Tasik Indah. Universitas Siliwangi.
Rosiska, E., & Harman, R. (2019). Metode Analitical Hierarchy Process (AHP) Dalam Pemilihan Umum Presiden Indonesia 2019. Jurnal Nasional Informatika dan Teknologi Jaringan, 3(2), 297-306.
Sari, H., & Nurhadi, D. A. (2019). Designing Marketing Strategy Based on Value from Clothing-producing Companies using the AHP and Delphi Methods. Jurnal Teknik Industri, 20(2), 191-203.
Shi, Y., Wu, B., Chen, N., & Chen, A. (2019). Determination of Effective Management Strategies for Scenic Area Emergencies Using Association Rule Mining. International Journal of Disaster Risk Reduction, 39, 1-10.
Taherdoost, H. (2017). Decision Making Using the Analytic Hierarchy Process (AHP); A Step by Step Approach. International Journal of Economics and Management Systems 2, 244-247.
Tatiana, K., & Mikhail, M. (2018). Market Basket Analysis of Heterogeneous Data Sources for Recommendation System Improvement. Procedia Computer Science, 136, 246-254.
Xiao-yu, L., Li-ying, Y., Hang, L., & Xue-fei, T. (2017). The Parallel Implementation and Application of an Improved K-means Algorithm. Journal of University of Electronic Science and Technology of China, 46(1), 61-68.
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Published
2021-09-01
How to Cite
Ibrahim, F., Putra, B. S., Azhra, F. H., & Fadhlurrohman, N. (2021). Analysis of marketing strategy at setia stores using ahp, clustering, and ar-mba method. International Journal of Industrial Optimization, 2(2), 125–140. https://doi.org/10.12928/ijio.v2i2.4369
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