ISSN 2394-5125
 

Research Article 


MARKET BASKET ANALYSIS SMALL MEDIUM ENTERPRISE IN BANDUNG USING ASSOCIATION RULE

Ivan Diryana Sudirman, Intan Rahmatillah, Meiliani Luckieta.

Abstract
The SARS CoV 2 virus outbreak has troubled many businesses in Indonesia, especially for small and medium businesses. Many small and medium enterprise that suffered losses even to close their businesses. The government will slowly open business activities and enter a new normal era. Small and medium enterprises must be able to survive the new normal era in which the business activity will run with different environmental conditions. One way to survive is to understand customer purchasing patterns. In this study, transaction data from a small and medium enterprise in Bandung will be studied using a market basket analysis employing the association rules method. Transaction data is divided into transaction data before Ramadan and transaction data after Ramadan to see the difference in both. Ramadan is a month where Muslims fast, and this year's Ramadan becomes different because of a virus outbreak. There are differences in customer purchase patterns between before Ramadan and during Ramadan for the observed dataset. Based on these results, it can be used for decision making for product placement and better promotional offers to customers.

Key words: market basket analysis, association rules, marketing


 
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How to Cite this Article
Pubmed Style

Ivan Diryana Sudirman, Intan Rahmatillah, Meiliani Luckieta. MARKET BASKET ANALYSIS SMALL MEDIUM ENTERPRISE IN BANDUNG USING ASSOCIATION RULE. JCR. 2020; 7(19): 5094-5102. doi:10.31838/jcr.07.19.602


Web Style

Ivan Diryana Sudirman, Intan Rahmatillah, Meiliani Luckieta. MARKET BASKET ANALYSIS SMALL MEDIUM ENTERPRISE IN BANDUNG USING ASSOCIATION RULE. http://www.jcreview.com/?mno=127911 [Access: September 16, 2020]. doi:10.31838/jcr.07.19.602


AMA (American Medical Association) Style

Ivan Diryana Sudirman, Intan Rahmatillah, Meiliani Luckieta. MARKET BASKET ANALYSIS SMALL MEDIUM ENTERPRISE IN BANDUNG USING ASSOCIATION RULE. JCR. 2020; 7(19): 5094-5102. doi:10.31838/jcr.07.19.602



Vancouver/ICMJE Style

Ivan Diryana Sudirman, Intan Rahmatillah, Meiliani Luckieta. MARKET BASKET ANALYSIS SMALL MEDIUM ENTERPRISE IN BANDUNG USING ASSOCIATION RULE. JCR. (2020), [cited September 16, 2020]; 7(19): 5094-5102. doi:10.31838/jcr.07.19.602



Harvard Style

Ivan Diryana Sudirman, Intan Rahmatillah, Meiliani Luckieta (2020) MARKET BASKET ANALYSIS SMALL MEDIUM ENTERPRISE IN BANDUNG USING ASSOCIATION RULE. JCR, 7 (19), 5094-5102. doi:10.31838/jcr.07.19.602



Turabian Style

Ivan Diryana Sudirman, Intan Rahmatillah, Meiliani Luckieta. 2020. MARKET BASKET ANALYSIS SMALL MEDIUM ENTERPRISE IN BANDUNG USING ASSOCIATION RULE. Journal of Critical Reviews, 7 (19), 5094-5102. doi:10.31838/jcr.07.19.602



Chicago Style

Ivan Diryana Sudirman, Intan Rahmatillah, Meiliani Luckieta. "MARKET BASKET ANALYSIS SMALL MEDIUM ENTERPRISE IN BANDUNG USING ASSOCIATION RULE." Journal of Critical Reviews 7 (2020), 5094-5102. doi:10.31838/jcr.07.19.602



MLA (The Modern Language Association) Style

Ivan Diryana Sudirman, Intan Rahmatillah, Meiliani Luckieta. "MARKET BASKET ANALYSIS SMALL MEDIUM ENTERPRISE IN BANDUNG USING ASSOCIATION RULE." Journal of Critical Reviews 7.19 (2020), 5094-5102. Print. doi:10.31838/jcr.07.19.602



APA (American Psychological Association) Style

Ivan Diryana Sudirman, Intan Rahmatillah, Meiliani Luckieta (2020) MARKET BASKET ANALYSIS SMALL MEDIUM ENTERPRISE IN BANDUNG USING ASSOCIATION RULE. Journal of Critical Reviews, 7 (19), 5094-5102. doi:10.31838/jcr.07.19.602