DOI: https://doi.org/10.14710/vol16iss2pp%25p

Data-Driven Marketing Strategies: Applying Apriori Algorithm in Market Basket Analysis for Sales Optimization

*Laqma Dica Fitrani orcid  -  Universitas Pembangunan Nasional Veteran Jawa Timur, Indonesia
Open Access Copyright (c) 2026 Jurnal Sistem Informasi Bisnis

Citation Format:
Abstract

IB Boutique is a retail company dedicated to fulfilling diverse clothing needs through both online and offline sales channels. The company generates substantial transaction data, which, when stored in a database, can be transformed into valuable insights using data mining techniques. However, IB Boutique faces challenges in inventory management, necessitating the need for effective analysis of transaction data to uncover patterns that can contribute to increased revenue. This study employs the Apriori algorithm, a widely recognized method for processing transaction data, to analyze 400 transaction records collected from IB Boutique. The patterns identified are based on support and confidence levels, which are critical metrics in association rule mining. To derive accurate association rules, the study utilizes Tanagra software, setting a minimum support threshold of 30% and a minimum confidence level of 65%. The analysis reveals that blouses and hijabs emerge as the best-selling products within the boutique's inventory. By understanding these best-selling items and the underlying customer buying patterns, IB Boutique can implement more effective marketing strategies aimed at promoting other products. This can be achieved through a comprehensive analysis of the profitability of the best-selling items, leading to the design of targeted marketing campaigns and the strategic arrangement of product layouts to enhance visibility and drive sales.

Fulltext Email colleagues
Keywords: Apriori, Association Rules, Data Mining

Article Metrics:

Article Info
Section: Research Articles
Language : EN
Most cited articles
Penggunaan Jaringan Syaraf Tiruan Backpropagation Untuk Seleksi Penerimaan Mahasiswa Baru Pada Jurusan Teknik Komputer Di Politeknik Negeri Sriwijaya Sistem Informasi Penyebaran Penyakit Demam Berdarah Menggunakan Metode Jaringan Syaraf Tiruan Backpropagation Sistem Informasi Perpustakaan Berbasis Web Application Pengukuran Kesadaran Keamanan Informasi Dan Privasi Pada Pengguna Smartphone Android Di Indonesia Sistem Gesture Accelerometer dengan Metode Fast Dynamic Time Warping (FastDTW) More cited articles
  1. Alifia, R. A., Safitri, N. R., Irhami, D. M., N, R. H., & Respati, I. (2025). Challenges and Solutions for Decision Making in the Era of Big Data. 2(2), 1–13
  2. Aulia Miranda, S., Fahrullah, F., & Kurniawan, D. (2022). Implementasi Association Rule Dalam Menganalisis Data Penjualan Sheshop dengan Menggunakan Algoritma Apriori. Metik Jurnal, 6(1), 30–36. https://doi.org/10.47002/metik.v6i1.342
  3. Bala, A., Zakariyya Shuaibu, M., Karami Lawal, Z., & Zakari Yusuf, R. (2016). Performance Analysis of Apriori and FP-Growth Algorithms (Association Rule Mining). International Journal Of Engineering And Computer Science, 7(2), 279–293. https://www.researchgate.net/publication/297898164
  4. Budiaji, W. (2019). Penerapan Reproducible Research pada RStudio dengan Bahasa R dan Paket Knitr. Khazanah Informatika : Jurnal Ilmu Komputer Dan Informatika, 5(1), 1–5. https://doi.org/10.23917/khif.v5i1.7202
  5. Casaca, J. A., & Miguel, L. P. (2024). The influence of personalization on consumer satisfaction: Trends and challenges. In Data-Driven Marketing for Strategic Success (Issue July). https://doi.org/10.4018/979-8-3693-3455-3.ch010
  6. Dingliwal, U. (2024). Redefining Retail : The Evolving Landscape of Retailing in a Tech- Driven eCommerce Era. March. https://doi.org/10.5281/zenodo.11410905
  7. Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59(July 2020), 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
  8. Fitrani, L. D. (2022). Risk Risk Assessment and Development of Access Control Information Security Governance Based on ISO/IEC 27001:2013 At XYZ University. JATISI (Jurnal Teknik Informatika Dan Sistem Informasi). https://doi.org/10.35957/jatisi.v9i2.1643
  9. Hameed, V. A., Rana, M. E., & Enn, L. H. (2023). Apriori Algorithm based Association Rule Mining to Enhance Small-Scale Retailer Sales. 2023 6th International Conference on Big Data and Artificial Intelligence, BDAI 2023, July 2023, 187–191. https://doi.org/10.1109/BDAI59165.2023.10256952
  10. Han, J., Pei, J., & Kamber, M. (2022). Data mining: concepts and techniques (Third Edit). Elsevier
  11. Ismail, M., Ibrahim, M. M., Sanusi, Z. M., & Nat, M. (2015). Data Mining in Electronic Commerce: Benefits and Challenges. International Journal of Communications, Network and System Sciences, 08(12), 501–509. https://doi.org/10.4236/ijcns.2015.812045
  12. Karnila, S., Rizkyandi, A., Kurniawan, R., & Nurjoko, N. (2022). Market Basket Analysis on Transaction Data Using the Apriori Algorithm. Jurnal TAM (Technology Acceptance Model), 13(1), 34. https://doi.org/10.56327/jurnaltam.v13i1.1200
  13. Khirdany, E. N., Islamy, S. N., Aini, L. N., & Maghfiroh, L. (2022). Aplikasi metode association rule pada promosi produk. Journal of Management and Digital Business, 2(2), 75–85. https://doi.org/10.53088/jmdb.v2i2.578
  14. Kotu, V., & Deshpande, B. (2014). Predictive Analytics and Data Mining: Concepts and Practice with RapidMiner. In Predictive Analytics and Data Mining: Concepts and Practice with RapidMiner. https://doi.org/10.1016/C2014-0-00329-2
  15. Kubina, M., & Koman, G. (2016). Big data technology and its importance for decision-making in enterprises. Communications - Scientific Letters of the University of Žilina, 18(4), 129–133. https://doi.org/10.26552/com.c.2016.4.129-133
  16. Novalia, E., Voutama, A., & Susanto, S. (2022). Sales System Using Apriori Algorithm to Analyze Consumer Purchase Patterns. Buana Information Technology and Computer Sciences (BIT and CS), 3(1), 11–16. https://doi.org/10.36805/bit-cs.v3i1.2049
  17. Oussous, A., Benjelloun, F. Z., Ait Lahcen, A., & Belfkih, S. (2018). Big Data technologies: A survey. Journal of King Saud University - Computer and Information Sciences, 30(4), 431–448. https://doi.org/10.1016/j.jksuci.2017.06.001
  18. Purwati, N., & Karnila, S. (2023). Strategi Peningkatan Penjualan Produk Menggunakan Market Basket Analysis. Jurnal Sistem Informasi Bisnis, 13(2), 96–103. https://doi.org/10.21456/vol13iss2pp96-103
  19. Radhitya, M. L., Widiantari, N. K. M., Asana, M. D. P., Wijaya, B. K., & Sudipa, I. G. I. (2024). Product Layout Analysis Based on Consumer Purchasing Patterns Using Apriori Algorithm. Journal of Computer Networks, Architecture and High Performance Computing, 6(3), 1701–1711. https://doi.org/10.47709/cnahpc.v6i3.4400
  20. Redjeki, F., Fauzi, H., & Priadana, S. (2021). Implementation of Appropriate Marketing and Sales Strategies in Improving Company Performance and Profits. International Journal of Science and Society, 3(2), 31–38. https://doi.org/10.54783/ijsoc.v3i2.314
  21. Rizqi Akbar, M. (2021). Warta Penggunaan R Studio untuk Analisis Multivariat pada Pemuliaan Kopi. 7–12
  22. Santoso, M. H. (2021). Application of Association Rule Method Using Apriori Algorithm to Find Sales Patterns Case Study of Indomaret Tanjung Anom. Brilliance: Research of Artificial Intelligence, 1(2), 54–66. https://doi.org/10.47709/brilliance.v1i2.1228
  23. Supriyadi, D. (2020). Penerapan Association Rule Mining Berbasis Algoritma Frequent Pattern Growth untuk Rekomendasi Penjualan. JATISI (Jurnal Teknik Informatika Dan Sistem Informasi), 7(2), 135–148. https://doi.org/10.35957/jatisi.v7i2.339
  24. Sutrisno, S., Kuraesin, A. D., Siminto, S., Irawansyah, I., & Almaududi Ausat, A. M. (2023). The Role of Information Technology in Driving Innovation and Entrepreneurial Business Growth. Jurnal Minfo Polgan, 12(1), 586–597. https://doi.org/10.33395/jmp.v12i1.12463
  25. Triandini, E., Ngurah, I. G., Wijaya, S., & Suniantara, I. K. P. (2024). Analysis of The Digital Technology Adoption by MSMEs Using Diffusion of Innovation. Journal of System and Management Sciences, 14(4), 234–251. https://doi.org/10.33168/jsms.2024.0415
  26. Wulandari, M. S., Noveandini, R., & Dahlan, F. A. (2023). Increasing Product Promotion by Implementing Association Rules in The Web-Based Second_Oldshoes Store Sales System. International Journal Software Engineering and Computer Science (IJSECS), 3(3), 495–503. https://doi.org/10.35870/ijsecs.v3i3.1939

Last update:

No citation recorded.

Last update: 2026-10-16 23:06:27

No citation recorded.