PERANCANGAN TATA LETAK PRODUK DAN STRATEGI PEMASARAN BERBASIS POLA PEMBELIAN KONSUMEN MENGGUNAKAN ALGORITMA FP-GROWTH (STUDI KASUS: TOKO MULIA JAYA)

Irine Wibawani Hanggara, NIM.: 19106060002 (2023) PERANCANGAN TATA LETAK PRODUK DAN STRATEGI PEMASARAN BERBASIS POLA PEMBELIAN KONSUMEN MENGGUNAKAN ALGORITMA FP-GROWTH (STUDI KASUS: TOKO MULIA JAYA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The marketing strategy to survive in competition in the retail sector is a problem faced by every retail business, including Toko Mulia Jaya. Therefore, Toko Mulia Jaya needs to design the right strategy to increase number of sales. Strategies to increase sales can be done by using the tendency of customers to shop without planning or known as impulse buying. Impulse buying can be increased through product layout arrangement and bundling offers that are adjusted to consumer buying patterns which can be identified by conducting Market Basket Analysis with the FP-Growth algorithm. The results of data processing using the FP-Growth algorithm can be used to determine marketing strategies and design product layouts with the help of ARC and CORELAP Algorithms. Based on this research, the result is a layout that places Snack in the center of the store and closer to Biscuits, Milk, Wafers, Candies, Chocolate, Sausages and Bread/Cookies. As well as Instant Noodles are placed near Egg, Sauce, Food Material, and Coffee. Then also obtained a marketing strategy in the form of a bundling offer strategy for Detergent with Instant Noodles, Bread/Cake with Snacks, Sauces with Instant Noodles, Chocolate with Snacks, and Sausages with Snacks.

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