Analisis Strategi Peningkatan Penjualan Toko Online Danangshoop Dengan Metode Market Basket Analysis

Bayu Rizqi Setiadji; Rahmat Hidayat; Faishal Rizki Nandasati; Nafira Eldita Cahya; Mohamad Jihan Shofa

doi:10.37090/indstrk.v8i2.1410

Authors

Bayu Rizqi Setiadji Universitas Serang Raya
Rahmat Hidayat Universitas Serang Raya
Faishal Rizki Nandasati Universitas Serang Raya
Nafira Eldita Cahya Universitas Serang Raya
Mohamad Jihan Shofa Universitas Serang Raya

DOI:

https://doi.org/10.37090/indstrk.v8i2.1410

Abstract

Danangshoop is an online store that focuses on agriculture and sells plant seeds. On its journey, Danangshoop encountered a problem in its e-commerce system, specifically the unsequential arrangement of products in the best-selling column. This research are meant to change the sequence of best-selling products in order according to the total number of purchases per product. Market Basket Analysis is the method used to analyze consumer purchasing patterns, and the results are the basis for marketing strategies that enhance sales targets. The implementation of Market Basket Analysis helps in designing promotions and product placements intelligently. This research uses a quantitative approach, analyzing data by calculating confidence and support values. The lift analysis results indicate that a combination of vegetable seeds and fruit seedlings has the most significant impact on the purchase of vegetable seeds. The conclusion highlights a variety of products, especially vegetable seeds that are in demand among consumers. The store can enhance promotions by featuring vegetable seed products in the "best-selling products" menu, as vegetable seeds are the most purchased products based on previous research. Additionally, another option is to offer combined purchase packages. These recommendations are expected to boost the sales of vegetable seeds at Danangshoop.

Keywords: Market Basket Analysis, Lift, Seeds, Online Shop

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