Penerapan Market Basket Analysis dalam Analisis Pola Pembelian Customer B2B

Graciela, Ollandio (2025) Penerapan Market Basket Analysis dalam Analisis Pola Pembelian Customer B2B. Masters thesis, Institut Teknologi Sepuluh Nopember.

Text 6032201129-Master_Thesis.pdf - Accepted Version Restricted to Repository staff only Download (19MB)

Abstract

Perkembangan market share pada industri pulp and paper secara global mengalami peningkatan mencapai USD 344.74 miliar pada tahun 2024. Market share ini diprediksi akan semakin meningkat hingga mencapai USD 416,56 miliar pada tahun 2035. PT.XYZ merupakan sebuah perusahaan yang bergerak di bidang tersebut dan aktif melakukan kegiatan promosi marketing setiap tahunnya. Akan tetapi kegiatan promosi seperti Price dan Product bundling yang selama ini berjalan, dibuat dengan tujuan untuk mengenalkan produk baru dan menghabiskan slow moving item. Padahal, PT.XYZ mempunyai resource big data berupa data transaksi customer dari grosir, retail dan photocopy yang bisa dimanfaatkan untuk merumuskan strategi marketing yang lebih efektif.
Berdasarkan hal tersebut, market basket analisis dipilih sebagai metode untuk menganalisis perilaku konsumen secara spesifik. Penelitian ini menghasilkan 2 association rules yang digunakan untuk merumuskan strategi marketing berupa product dan price bundling pada saat tahun ajaran baru dan program bundling reguler yang lebih efektif karena pengambilan keputusan akan lebih akurat berdasarkan pola pembelian konsumen yang dihasilkan dari pengolahan data.
=====================================================================================================================================
The global pulp and paper industry's market share has increased to USD 344.74 billion in 2024. This market share is predicted to further increase to USD 416.56 billion by 2035. PT. XYZ, a company operating in this sector, actively conducts marketing promotions annually. However, current promotional activities, such as Price and Product bundling, are designed to introduce new Products and sell slow-moving items. However, PT. XYZ possesses big data resources in the form of customer transaction data from wholesalers, retailers, and photocopiers that can be utilized to formulate more effective marketing strategies.
Based on this, Market basket analysis was chosen as a method to analyze consumer behavior specifically. The result of this research is from the association rules, there are 2 strong combination of customer spending pattern that used to propose marketing strategi for back to school and reguler promotion that more effective. This product and price bundling can be more accurate because the combination was considere the customer buying pattern that generated by data processing.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Market basket analysis, B2B, Product bundling, Price Bundling,Market basket analysis, B2B, Product bundling, Price Bundling
Subjects:	H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Ollandio Graciela
Date Deposited:	08 Aug 2025 03:22
Last Modified:	08 Aug 2025 03:22
URI:	http://repository.its.ac.id/id/eprint/127991

Actions (login required)

View Item