REDESAIN TATA LETAK PRODUK DI SUPERMARKET BERDASARKAN PERILAKU PEMBELIAN DENGAN METODE MARKET BASKET ANALYSIS

Abstract

Lamanya pembeli swalayan mencari barang yang diperlukan mengurangi ketidaknyamanan. Jika jenis dan jumlah produk yang dicari cukup banyak dan letak produk - produk yang dibeli berjauhan, maka waktu di dalam ruang belanja akan semakin lama. Penelitian ini bertujuan untuk mensimulasikan penataan produk produk yang dijual di swalayan dengan mempertimbangkan perilaku konsumen yaitu kelompok produk yang dibeli berdasarkan data dari struk belanja. Metode yang digunakan adalah market basket analysis yang akan mengukur support factors dari kelompok produk dan menata produk yang harus didekatkan berdasarkan confident value. Hasil perhitungan Market Basket Analysis menemukan delapan pasang kelompok produk yang sebaiknya diletakkan berdekatan menurut nilai support factor. Kedekatan antar kelompok produk kemudian ditata menurut nilai confident value dan dilakukan validasi dengan mengukur nilai improvement rasio. Simulasi jarak yang harus ditempuh pengunjung setelah produk ditata sesuai dengan kelompok produk mendapatkan reduksi jarak 10 % dibanding penataan produk yang tidak mempertimbangkan kelompok produk. Abstract [Title: Redesign of Product Layout in Supermarket Based on Purchase Behavior used Market Basket Analysis Method] The length of time that self-service buyers search for the necessary item reduces inconvenience. If the types and quantities of product are large enough and the locations of the products are far apart, the shopping time will be longer. This study aims to simulate the arrangement of product sold in supermarkets by considering consumer behavior in purchased product groups based on data from shopping receipts. The method used is market basket analysis, which measures support factors from product groups and arranges that must be placed close together based on confident value. The calculation results of Market Basket Analysis found eight pairs of product groups that should be placed close together according to the high support factor value. The closeness between product groups is then arranged according to the confident value and validated by measuring the value of the improvement ratio. The simulation of the distance that visitors must travel after the product is arranged according to the product group has a 10% reduction in distance compared to the product arrangement that does not consider product groups. Keywords: product arrangement, supermarket, Market Basket Analysis

Keywords

• penataan produk
• supermarket
• market basket analysis