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All Journal Teknika Jurnal Ilmiah Universitas Batanghari Jambi EKONOMIS : Journal of Economics and Business BAREKENG: Jurnal Ilmu Matematika dan Terapan INTECOMS: Journal of Information Technology and Computer Science Matrik : Jurnal Manajemen dan Teknik Industri Produksi Jurnal Perangkat Lunak Jurnal Teknik Industri Terintegrasi (JUTIN) Indonesian Journal of Industrial Engineering & Management Industrika : Jurnal Ilmiah Teknik Industri Journal of Applied Sciences, Management and Engineering Technology (JASMET) Jurnal Testing dan Implementasi Sistem Informasi
Umam, Muhammad Isnaini Hadiyul
Department Of Industrial Engineering, Faculty Of Sciences Technology, Universitas Islam Negeri Sultan Syarif Kasim
Agriculture, Biological Sciences & Forestry Arts Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Mathematics Mechanical Engineering Physics Transportation

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THE INFLUENCE OF MARKETING MIX ON CONSUMER PURCHASE PATTERNS USING THE APRIORI DATA MINING ALGORITHM Umam, Muhammad Isnaini Hadiyul; Kurniawan, Muhammad Ilham; Lubis, Fitriani Surayya; Rizki, Muhammad
Jurnal Testing dan Implementasi Sistem Informasi Vol. 3 No. 2 (2025): Jurnal Testing dan Implementasi Sistem Informasi
Publisher : Lembaga Riset dan Inovasi Almatani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55583/jtisi.v3i2.2357

Abstract

The increasing volume of sales transaction data in retail and marketplace environments presents an opportunity to extract valuable insights for decision-making; however, such data are often underutilized. This study aims to analyze consumer purchasing patterns using the Apriori algorithm and to examine the influence of the marketing mix (product, price, place, and promotion) on purchasing decisions that shape these patterns. This research employs a quantitative approach by integrating data mining and statistical analysis. Transaction data are processed using the Apriori algorithm through RapidMiner to generate association rules and identify frequent itemsets. In addition, questionnaire data are analyzed using multiple linear regression to evaluate the effect of marketing mix variables on purchasing decisions. The results show that product, price, place, and promotion simultaneously have a significant effect on purchasing decisions. Partially, product (t = 2.622; p = 0.011), price (t = 4.738; p = 0.000), and place/distribution (t = 2.239; p = 0.029) have a significant positive effect, while promotion does not have a significant effect (t = 1.486; p = 0.143). The Apriori analysis reveals dominant purchasing patterns that can be translated into practical marketing strategies, such as product bundling and layout optimization. This study contributes by integrating association rule mining with marketing mix analysis to provide both predictive patterns and explanatory insights. However, the findings should be interpreted with caution due to data limitations, including a relatively small sample size (n = 148) and a short observation period of three months during peak season, which may limit generalizability. Despite these constraints, the results offer practical implications for optimizing marketing strategies and contribute theoretically to interdisciplinary research in data mining and consumer behavior.
Co-Authors Alya, Adinda Andes Adriyan anwardi, anwardi Azura, Rosiana Burrahman, Habi Dharma, Satrio Arya Fajar Kurniawan Frenita Zurids, Adilla Hafis Ghifari, Rahmat Hamdy, Muhammad Ihsan Hamzah, Muhammad Luthfi Handika, Puri Tri Harpito, Harpito Hartati, Misra Ihasan Hamdy, Muhammad Ikhsan, Rayvaldo Ismu Kusumanto Ismu Kusumanto Kurniawan, Muhammad Ilham Lestari, Fitra Lubis, Fitriani Surayya Maharani, Anggun Martin, Fajri Zuli Maulana, Rahman Gustian Melfa Yola Melfa Yola, Melfa Misra Hartati Muhammad Afif Muhammad Nur Muhammad Nur Muhammad Rizki N. Nazaruddin Nazaruddin Nofirza Nofirza Noviana, Fina Pratama Nasution, Fahri RAHMAD FAUZAN Rika Rika Taslim Rizki, Eis Nur Sarbaini Sarbaini Sari, lilia Sekar, Intan Ayu Siti Mariyam Suherman Suherman, Suherman Surayya Lubis, Fitriani Sutriono Putri, Nur Rachmawati Syafmelia, Firjatullah Syalendra, Romi jaka Tanjung, Rindi Aini Tegar Arifin Prasetyo Tengku Nurainun Tiyandari, Reni Sulis Ulfadiah, Nurul Wijaya, Rosdi Ridho