<![CDATA[The rapid growth of the retail industry generates large volumes of transaction data that can be analyzed to support data-driven business decision making. This study aims to analyze and visualize purchasing patterns in retail product transactions by applying data mining techniques using the Apriori algorithm and business intelligence visualization through Microsoft Power BI. The dataset consists of 1 million retail transactions collected from an open retail transaction repository. The research stages include data collection, transaction data preprocessing, implementation of the Apriori algorithm with a minimum support threshold of 0.002 and a minimum confidence of 0.5, and visualization of the analysis results through interactive dashboards using Power BI and a Python-based application developed with the Streamlit framework. The results indicate that the Apriori algorithm successfully identifies frequent product associations and generates 12 association rules that meet the criteria of strong association rules. Power BI visualizations provide comprehensive insights into transaction trends based on customer categories, store types, payment methods, seasons, and transaction regions. These findings are expected to assist retail companies in formulating marketing strategies, developing product recommendations, and optimizing inventory management in a more effective and data-driven manner. This study contributes by integrating large-scale association rule mining with interactive business intelligence visualization for retail decision support.]]>
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