DATA-DRIVEN PRODUCT BUNDLING AT B-70 MART: EMPLOYING MARKET BASKET ANALYSIS FOR SALES ENHANCEMENT

• Main Author: Mujiyanto
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/79956
• Institution: Institut Teknologi Bandung

In the competitive landscape of retail, minuscule enhancements in sales strategies can markedly elevate financial outcomes. This study explores the efficacy of datadriven product bundling at minimarket B-70 Mart, by employing Market Basket Analysis (MBA). The research revolves around the hypothesis that strategic product bundling, informed by customer purchase patterns, can significantly increase sales. Utilizing transactional data from B-70 Mart, we conducted a quantitative analysis to identify frequently bought items together. The MBA helped decipher complex consumer buying behaviors, enabling the creation of optimized product bundles. The study's findings reveal that tailored product combinations, when aligned with consumer preferences deduced from MBA, lead to increased sales, customer satisfaction, and inventory turnover. The research not only provides B-70 Mart with actionable insights into their sales strategy but also contributes to the broader field of retail marketing by validating the practical applications of MBA in product bundling. The implications of this study are manifold, offering a methodological framework for retailers to harness the power of data analytics for sales enhancement and strategic decision-making.