ANALISIS POLA PEMBELIAN KONSUMEN MENGGUNAKAN MARKET BASKET ANALYSIS UNTUK MENGHASILKAN STRATEGI PEMASARAN (STUDI KASUS: ANGKRINGAN MOERRAL, SLEMAN, DAERAH ISTIMEWA YOGYAKARTA)

Muhammad Azka Azkia, NIM.: 20106060045 (2024) ANALISIS POLA PEMBELIAN KONSUMEN MENGGUNAKAN MARKET BASKET ANALYSIS UNTUK MENGHASILKAN STRATEGI PEMASARAN (STUDI KASUS: ANGKRINGAN MOERRAL, SLEMAN, DAERAH ISTIMEWA YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The food and beverage supply business in Indonesia experienced significant growth, with growth of 20.76% in one year. This growth causes competition to become increasingly fierce, especially in Daerah Istimewa Yogyakarta (DIY). Angkringan Moerral, which was founded in November 2023 in DIY, also experiences stiff competition. To face this challenge, a more effective and personalized marketing strategy is needed. One approach used is to analyze consumer purchasing patterns through Market Basket Analysis (MBA). This method identifies products that are often purchased together, which is useful for designing more targeted marketing strategies. This research found four combinations of items that are often purchased together by consumers at Angkringan Moerral, namely intestines with lime leaf rice (40.2% confidence), orange leaf rice with tea (41.6% confidence), intestines with tea (41.6% confidence), 6%), and tofu meatballs. with lime leaf rice (42.5% confidence). All of these combinations have an improvement ratio value of more than 1, indicating a positive relationship between the items. The conclusion of this research is that the MBA method is effective in identifying consumer purchasing patterns at Angkringan Moerral, which can then be used for marketing strategies such as product bundling and cross-selling. The implementation of this strategy is expected to increase consumer satisfaction and the competitiveness of Angkringan Moerral in a competitive market.

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