<![CDATA[Market Basket Analysis analyzes consumer buying habits by finding relationships between items in the consumer's shopping basket. This Market Basket Analysis can provide success to the retail industry with the ability to understand consumer behavior and the speed of response to information obtained by retail business owners. This understanding is the result of an analysis that can help business owners improve marketing and sales strategies while utilizing transaction data. Sales transaction data that has been accumulated so far has only become data warehouses, while large amounts of transaction data can bring major changes to the level of competition in business and business actors in order to survive in the business world. In addition, after the COVID-19 outbreak, Indonesia experienced a slowdown in economic growth of 5.31%. This can be overcome by utilizing Market Basket Analysis to increase sales from their businesses. MBA with the methods used are FP-Growth and Apriori to analyze store transaction data in order to obtain association rules that can be used in improving marketing strategies. This analysis was carried out with 3 scenarios for 3 different minimum support values (1%, 2% and 3%) but the same minimum confidence value of 0.6 (60%). The comparison of the two methods is that 2 out of 3 scenarios produce the same association rule, namely 1 final association rule result with a lift value of 1.42. The three scenario results from both methods can be used by business owners as a consideration in determining sales strategies.]]>
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