Penerapan Strategi Pemasaran Pada Tenant di Bandar Udara Xyz Berdasarkan Hasil Market Basket Analysis

Fikri, Rijalul (2022) Penerapan Strategi Pemasaran Pada Tenant di Bandar Udara Xyz Berdasarkan Hasil Market Basket Analysis. Masters thesis, Institut Teknologi Sepuluh Nopember Surabaya.

Text 6032202029-Master_Thesis.pdf - Accepted Version Download (3MB)

Abstract

Pengelolahan bandar udara di Indonesia bisa dibilang belum optimal, karena
masih mengandalkan lini bisnis aeronautika sebagai pendapatan utama.
Berdasarkan data persentase pendapatan aeronautika sebesar 60% dan pendapatan
non-aeronautika sebesar 40%, padahal pengelolahan bandar udara di negara lain
kini lebih mengandalkan lini bisnis non-aeronautika, seperti yang dilakukan
Changi Airport dan Incheon Airport dimana rata-rata persentase pendapatan
aeronautika hanya sebesar 34% dan non-aronautika mencapai 66%. Untuk
meningkatkan pendapatan non-aeronautika dilakukan Market basket analysis
untuk mendapatkan strategi pemasaran yang dapat diterapkan pada bisnis retail
Bandar Udara XYZ.
Market basket analysis dilakukan dengan menggunakan metode data
mining association rule dengan algoritma apriori dan algoritma FP Growth.
Dengan menetapkan threshold parameter association rule berupa nilai minimum
support sebesar 30% dan nilai minimum rule confidence sebesar 50%, didapatkan
hasil pengolahan data menggunakan algoritma apriori sebanyak 26 rule, sedangkan
menggunakan algoritma FP Growth menghasilkan 25 rule.
Dari 26 rule yang dihasilkan algoritma apriori, 25 rule teratas memiliki
kesamaan dengan 25 rule yang dihasilkan algoritma FP Growth. Kesamaan yang
dimaksud meliputi pola antara antecendent dan consequent, nilai minimum support
dan nilai rule confidence.
Dengan mengekstrak produk berdasarkan jumlah antecendent dan
consequent dapat dihasilkan rekomendasi strategi pemasaran berupa Product
Positioning Management. Selain itu, dari rule yang diperoleh dapat dapat juga dibuat rekomendasi strategi pemasaran untuk meningkatkan peluang terjadinya
cross-selling dengan cara penjualan produk dalam bentuk paket bundling dan
rekomendasi belanja melalui pramuniaga sebagai bentuk Customer Relation
Management. Selain itu banyaknya wisatawan mancanegara, perlu dilakukan
pembuatan strategi pemasaran yang lebih spesifik terhadap konsumen berdasarkan
demografi dalam bentuk Promotion Based on Nationality sehingga akan menarik
minat untuk berkunjung kembali
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Airport management in Indonesia is arguably not optimal, because it still
relies on the aeronautical business line as its main income. Based on data a
percentage of aeronautical revenues of 60% and non-aeronautical revenues of 40%.
Even though airport management in other countries now relies more on non�aeronautical business lines, such as Changi Airport and Incheon Airport where the
average percentage of Aeronautical revenue is only 34% and Non-Aeronautics
reaches 66%. To increase non-aeronautical revenues, a Market basket analysis was
carried out to obtain a marketing strategy that could be applied to the retail business
of XYZ Airport.
Market basket analysis is carried out using the data mining association
rule method with the a priori algorithm and the FP Growth algorithm. By setting
the threshold parameter of the association rule in the form of a minimum support
value of 30% and a minimum value of rule confidence of 50%, the results of data
processing using the a priori algorithm are 26 rules, while using the FP Growth
algorithm it is 25 rules.
Of the 26 rules generated by the a priori algorithm, the top 25 rules have
similarities with the 25 rules generated by the FP Growth algorithm. The similarity
in question includes the pattern between antecendent and consequent, minimum
support value and rule confidence value.
By extracting products based on the number of antecedents and
consequents, a marketing strategy recommendation in the form of Product
Positioning Management can be generated. In addition, from the obtained rules,
marketing strategy recommendations can also be made to increase the opportunities for cross-selling by selling products in the form of bundling packages and shopping
recommendations through salespeople as a form of Customer Relations
Management. In addition to the large number of foreign tourists, it is necessary to
make a marketing strategy that is more specific to consumers based on
demographics in the form of promotion based on Nationality so that it will attract
interest to visit again.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Market basket analysis , Association Rule, Strategi Pemasaran
Subjects:	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:	EKO BUDI RAHARJO
Date Deposited:	05 Dec 2022 08:35
Last Modified:	10 Oct 2024 01:49
URI:	http://repository.its.ac.id/id/eprint/95144

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