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All Journal Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis IJBE (Integrated Journal of Business and Economics) EQIEN - JURNAL EKONOMI DAN BISNIS SCAFFOLDING: Jurnal Pendidikan Islam dan Multikulturalisme Community Engagement and Emergence Journal (CEEJ) Management Studies and Entrepreneurship Journal (MSEJ) Coopetition : Jurnal Ilmiah Manajemen Jurnal Fokus Manajemen Bisnis Jurnal Pengabdian Masyarakat Asia Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) International Journal of Economy, Education and Entrepreneurship (IJE3) JURNAL ILMIAH GLOBAL EDUCATION Golden Ratio of Mapping Idea and Literature Format BISMA (Bisnis dan Manajemen) Journal of Innovation in Management, Accounting and Business Asia Pacific Journal of Management and Education Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Economics and Business Journal IIJSE
Komaladewi, Rita
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Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Health Professions Languange, Linguistic, Communication & Media Library & Information Science Mathematics Social Sciences Other

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Journal : Dinasti International Journal of Economics, Finance

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Marketing Strategy Analysis Using Apriori Association Method To Increase Sales In E-Commerce Companies Okviannas, Nadilla; Widianto, Sunu; Komaladewi, Rita
Dinasti International Journal of Economics, Finance & Accounting Vol. 6 No. 3 (2025): Dinasti International Journal of Economics, Finance & Accounting (July-August 2
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v6i3.4681

Abstract

This research aims to analyze marketing strategies by utilizing association data mining algorithms, specifically Apriori and FP-Growth, to increase sales in e-commerce companies. The data used consists of actual sales data from Blibli.com, analyzed using RapidMiner to identify significant purchasing patterns. The analysis results show a strong association between products such as "Mother & Baby Needs – Body Skin Care" (support 0.108, confidence 0.476) and "Skin Care – Household Care" (support 0.195, confidence 0.443). These patterns indicate opportunities to design marketing strategies based on product bundling, discounts, and personalized digital promotions.The Apriori algorithm provides more intuitive and relevant results for marketing analysis compared to FP-Growth, which is better suited for larger datasets. The proposed marketing strategies include digital campaigns, bundling offers, push notifications, and event marketing that emphasize consumers' functional and emotional values. This study highlights the importance of understanding consumer transaction patterns in designing effective marketing strategies to enhance customer appeal and e-commerce company profits. By applying data mining, companies can create more personalized and efficient shopping experiences tailored to market needs.
Co-Authors Adz Zikri, Arif Furqon Nugraha Agatha, Fathia Amani, Akbar Riskal Amar, Siti Chaerani Djen Arief Budiman , Adityo Asep Mulyana Bahri, Khoirun Nisa Budhyawan, Thomas Deborah, Irene Dewi, Rahma Hanifa Firdaus, Gilrandy Andhika Herdianie, Revalina Kaltum, Umi Khoirun Nisa Bahri Kirana, Laras Puspa Kurniadi, Stefanie Kurniatun, Taufani C. Lumbantobing, Angelia Tio Mulyani, Indah Putri Mulyawan, Sarah Anjani Naufal, Ariq Zulfahmi Nugraha Adz Zikri, Arif Furqon Nugraha, Krisna Adhitia Okviannas, Nadilla Prasetyo, Bilal Panji R. Arief Helmi Ramdani, Luki Rhiswandi, Rhandi Ruchiat, Yayat Saputra, Febrian Eko Setyadi, M. Aditya Silaban, Sonia Artha Ria Widianto, Sunu Yasmin, Annisa Yevis Marty Oesman Yudha, R Thomas Budhayawan Yudha, R. Thomas Budhyawan