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PENERAPAN DATA MINING DENGAN ALGORITMA NAIVE BAYES CLASSIFIER DALAM MEMPREDIKSI PEMBELIAN LAPTOP Darma, Ali; Wanayumini, Wanayumini
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol 8, No 4 (2025): November 2025
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v8i4.4790

Abstract

Abstract: The rapid development of information technology has increased public demand for computer devices, particularly laptops. The wide variety of products and diverse consumer preferences make it essential for businesses to understand purchasing patterns in order to develop effective marketing strategies. This study aims to apply data mining techniques using the Naive Bayes Classifier algorithm to predict laptop purchase decisions based on sales data and consumer characteristics. The Naive Bayes Classifier method was chosen for its ability to perform accurate classification even when dealing with heterogeneous data and multiple attributes. The dataset used in this study includes attributes such as price, brand, specifications, and buyer preferences. The research process consists of data collection, preprocessing, probability calculation for each class, and evaluation using accuracy values and a confusion matrix. The results show that the Naive Bayes Classifier algorithm provides a satisfactory level of accuracy in predicting laptop purchasing behavior. These findings are expected to assist stores or companies in understanding customer purchasing patterns and supporting strategic decision-making in laptop product marketing. Keywords: Data Mining, Naive Bayes Classifier, Prediction, Laptop Purchase, Classification. Abstrak: Perkembangan teknologi informasi yang semakin pesat mendorong peningkatan kebutuhan masyarakat terhadap perangkat komputer, khususnya laptop. Banyaknya variasi produk dan preferensi konsumen membuat pelaku bisnis perlu memahami pola pembelian agar dapat menentukan strategi pemasaran yang tepat. Penelitian ini bertujuan untuk menerapkan teknik data mining menggunakan algoritma Naive Bayes Classifier dalam memprediksi keputusan pembelian laptop berdasarkan data penjualan dan karakteristik konsumen. Metode Naive Bayes Classifier dipilih karena kemampuannya dalam melakukan klasifikasi dengan tingkat akurasi yang baik meskipun data bersifat heterogen dan memiliki jumlah atribut yang banyak. Data yang digunakan dalam penelitian ini meliputi atribut seperti harga, merek, spesifikasi, dan preferensi pembeli. Proses penelitian meliputi tahap pengumpulan data, pra-pemrosesan, perhitungan probabilitas setiap kelas, hingga evaluasi hasil menggunakan nilai akurasi dan confusion matrix. Hasil penelitian menunjukkan bahwa algoritma Naive Bayes Classifier mampu memberikan prediksi yang cukup akurat terhadap perilaku pembelian laptop dengan tingkat akurasi yang mencapai nilai yang memuaskan. Temuan ini diharapkan dapat membantu pihak toko atau perusahaan dalam memahami pola pembelian pelanggan serta mendukung pengambilan keputusan strategis dalam pemasaran produk laptop. Kata Kunci : Data Mining, Naive Bayes Classifier, Prediksi, Pembelian Laptop, Klasifikasi.   
Co-Authors Ade Clinton Sitepu Ade Clinton Sitepu Adelina, Mimi Chintya Al Ayyub, Muhammad Azwar Alfitra, Andra Amanda, Windi Winona Andi Zulherry Annas Prasetio Annas Prasetio Ardana, Abdul Aziz Arjuna Ginting ayadi, B. Herawan H B. Herawan Hayadi Darma, Ali Dedy Hartama Desi Irfan Desi Irfan Devy Pratiwi Dini Farhatun Doughlas Pardede Elisabeth S, Noprita Erica Rian Safitri Erlina Erlina Gea, Muhammad Nasri Habib Satria Hanani Hutabarat, Jamina Harahap, Sarwedi Hartama, Dedy Hartono Hartono Hasibuan, Cici Cahyati Husin Sariangsah Ichsan Firmansyah Indra Mawanta Indra Swanto Ritonga Irfan Sudahri Damanik Ismail, Juni isnaini, fitri JAKA KUSUMA Juni Ismail Karina Andriani Khoirunsyah Dalimunthe Lili Tanti Lili Tanti Lili Tanti, Lili Lubis, Cindy Paramitha lvindra, Farhan A M yoggi saputra M. Ari Iskandar Maharani, Puan Margolang, Khairul Fadhli Masri Wahyuni Mhd Fauzan Yafi Miftahul Jannah Muhammad Fachrurrozi Nasution Muhammad Nasri Gea Muhammad Sadikin Muhammad Sayid Amir Ali Lubis Muhammad Zarlis Mutiara S. Simanjuntak Nasution, Ammar Yasir Novendra Adisaputra Sinaga NURLIANA NURLIANA P.P.P.A.N.W. Fikrul Ilmi R.H. Zer Prasetya, Hardi Putri, Nazifa Rahma, Intan Dwi RIKA ROSNELLY Rika Rosnelly Rika Rosnelly Rika Rosnelly Rika Rosnelly Rika Rosnelly Rika Rosnelly Rika Rosnelly Rika Rosnelly, Rika Roesnelly, Rika Rohima, Rohima Roslina Roslina, Roslina Roslina, Roslina Safitri, Erica Rian Sartika Mandasari Selase, Septinur Sihombing, Rotua Simangunsong, Dame Lasmaria Sri Ayu Rosiva Srg Sugeng Riyadi Sugeng Riyadi Sumantri, Ekoliyono Wahyu Syahrizal Syahrizal T S Gunawan Tambunan, Fazli Nugraha Tammamah Lubis, Hartati Teddy Surya Gunawan Teddy Surya Gunawan Teddy Surya Gunawan Teddy Surya Gunawan Teddy Surya Gunawan Triana Puspa handayani Triwanda, Eri Vicky Rolanda Wardana, Revo Wulandari, Wulandari Yuni Franciska Br Tarigan Zakarias Situmorang Zer, P.P.P.A.N.W. Fikrul Ilmi R.H.