Consumer Customs Analysis Using the Association Rule and Apriori Algorithm for Determining Sales Strategies in Retail Central

The sustainability of a company will not be separated from the role of consumers in conducting transactions. In fact, a consumer has different behaviour and character, therefore as a company owner must be able to analyze the patterns or habits of consumers in making transactions. This also happens in the retail center X, which has problems in the sales process, such as products running out of stock and unsold products and the most popular products and products that are not in demand by consumers. Therefore we need an analysis of consumer habits in conducting transactions. The method of association rule with Apriori algorithm is able to be applied well in the analysis of the habits of consumer transactions in the central retail X. The results of the calculation obtained an average percentage of the value of support 33%-40% and the value of confidence 43%-80%. The results of applying the association rule method with Apriori algorithm can help recommend central retail X owners in structuring product and determine strategic steps in increasing sales, such as providing discounts or promos for certain products.