APPLICATION OF DATA MINING FOR ANALYSIS OF CONSUMER PURCHASE DATA ON SALES TRANSACTION DATA AT HALAL MART HNI HPAI DHARMASRAYA

The sales strategy determines the continuity of the business being run. The problems that occur are the sales archive data has not been analyzed in-depth, the information system has not been integrated with applications for sales data analysis, online media promotion has not been maximized, inadequate stock of goods, the layout of goods is not optimal, and the combination of the number of products is not optimal. This study aims to extract hidden information in the sales database using Data Mining. From the information generated, sales strategy recommendations are developed relating to promotions, inventory, catalogue design, item layout, and the combination of product quantities. The method used is the association rule with Apriori algorithm to find consumer purchase patterns through the resulting association. The importance of association can be identified by two benchmarks, namely support and confidence. The sales strategy analyzed includes product promotion, catalogue design, product layout, stock predictions, and product combinations for sale. Based on the research produced 7 strong rules which are the highest association rules which are then developed into a sales strategy recommendation.