Analisis Pola Pembelian Konsumen di Swalayan sebagai Dasar Evaluasi Layout dengan Pendekatan Market Basket Analysis dan Association Rule

Abstract

Adapun tujuan penelitian ini adalah untuk menganalisis bagaimana pola pembelian konsumen pada swalayan Annisa, dari adanya pola pembelian konsumen kemudian data itu dianalisis untuk mengetahui layout yang digunaakan sudah baik atau belum dengaan menggunakan metode market basket analisys dengan pendekatan association rule, setelah dianalasis kemudian dibuat kembali layout usulan untuk meningkatkan laba penjualan. Penelitian ini menggunakan data primer dan data sekunder yang dikumpulkan melalui observasi, wawancara, dan dokumentasi. Data yang terkumpul kemudian dianalisis dengan metode Market Basket Analisys dengan pendekatan Association Rule dengan menggunakan softwere tanagra. Adapun hasil dari analisis yang didapat yaitu peneliti mendapatkan sembilan rule yang dimana saling mempunyai kedekatan atau departemen yang sering dibeli bersamaan yaitu, (a) departemen perawatan mulut dengan departemen perawatan badan, (b) departemen saus dan kecap dengan departemen sembako, (c) departemen perawatan mulut dengan departemen sembako, (d) departemen saus dan kecap dengan departemen perawatan badan, (e) departemen perawatan badan, departemen mie instan dengan departemen perawatan mulut, (f) departemen snack, departemen perawatan mulut dengan departemen perawatan badan, (g) departemen mie instan, departemen perawatan mulut dengan departemen perawatan badan, (h) departemen sembako, departemen perawatan mulut dengan departemen perawatan badan, (i) departemen biskuit dan wafer, departemen perawatan badan, dengan departemen snack. Ada beberapa departemen yang awalnya belum didekatkan tetapi setelah penataan ulang di dekatkan seperti snack dengan perawatan mulut dan perawatan badan yang didekatkan walau dipisahkan oleh jalan. Dan ada juga departemen yang awalnya berada dibarisan paling belakang kemudian dipindahkan ke barisan depan agar lebih cepat dilihat oleh konsumen. The purpose of this study was to analyze how the consumer buying patterns at the Annisa supermarket, from the existence of consumer buying patterns then the data was analyzed to find out whether the layout used was good or not by using the market basket analysis method with the association rule approach, after being analyzed then re-creating the layout proposal to increase sales profit. This study uses primary data and secondary data collected through observation, interviews, and documentation. The collected data was then analyzed using the Market Basket Analysis method with the Association Rule approach using the tanagra software. The results of the analysis obtained are that the researcher gets nine rules which have close proximity to each other or departments that are often purchased together, namely, (a) the oral care department and the body care department, (b) the sauce and soy sauce department and the groceries department, (c) the department oral care with the basic food department, (d) sauce and soy sauce department with the body care department, (e) body care department, instant noodle department with the oral care department, (f) snack department, mouth care department with the body care department, (g) instant noodle department, oral care department with body care department, (h) groceries department, oral care department with body care department, (i) biscuits and wafer department, body care department, and snack department. There were several departments that initially had not been brought closer but after rearrangement they were brought closer together like snacks with oral care and body care which were brought closer even though they were separated by roads. And there are also departments that were originally in the back row and then moved to the front row so consumers can see them more quickly.