DETERMINATION OF ALTERNATIVE RETAIL LAYOUT USING MARKET BASKET ANALYSIS A CASE STUDY AT MAGA SWALAYAN

• Main Author: Nur Hana Kurnia, Desi
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53098
• Institution: Institut Teknologi Bandung

Background and Purpose. Retail is a commercial activity that involves selling goods or offering services directly to end consumers. The comfortable atmosphere makes retail and minimarkets as the leading choice for Yogyakarta people to shop. Retailers satisfy consumer demand by balancing inventory without running out of stock or holding excess supply. The merchandise must be kept in order to measure and regularly record so it can be placed according to customer demand. Maga Swalayan is one supermarket in Yogyakarta that deals with the disadvantages of excess stock that impact the high inventory holding cost. The average of deadstock value in 2020 is reach up to Rp 64,931,922. Therefore, this research aims to conduct development to reduce operating costs and reduce deadstock by proposing the relation of buying pattern by determining the alternative retail layout. Methods and Analysis. One of the methods commonly used in understanding layout in this business is market basket analysis. Market basket analysis is part of the data mining method using apriori algorithm techniques to discover association of product. Market Basket Analysis is an application of Association Rule with three measures, namely support (factor domination), confidence (factor level), and improvement ratio/lift (factor proximity validation). The method is carried out using Rapid Miner software with customer transaction data input and using the Activity Relationship Chart to read the degree of closeness between departments. Findings. This method's result is 4 association rules from ten product categories to be interpreted as a consideration in improving the layout and reducing the excessive stock. The result of the re-layout store area will monitor the inventory faster and more accurate by using the analysis of consumer’s buying pattern or relation of each department expected to implement a directed and structured layout by needs of Maga Swalayan’s customers.