Segmentation-Aware Recommendation with Cluster-Specific Item Graphs Using Pointwise Mutual Information for Market Basket Analysis

Khalifatur Rauf (Universitas Teknologi Yogyakarta, Sleman)
Arief Hermawan (Universitas Teknologi Yogyakarta, Sleman)
Donny Avianto (Universitas Teknologi Yogyakarta, Sleman)

Building of Informatics, Technology and Science
Vol 8 No 1 (2026): June 2026

Traditional Association Rule-based recommendation methods often exhibit limited coverage and high redundancy when applied to sparse transactional data, thereby constraining their effectiveness for product discovery in e-commerce systems. This study proposes a hybrid recommendation framework that integrates customer behavioral segmentation with graph-based item representation learning to address these limitations. Customers are first grouped into behaviorally homogeneous clusters using historical transaction features. For each cluster, an item co-occurrence graph is constructed and weighted using pointwise mutual information to mitigate sparsity bias and emphasize informative associations. Graph-based representation learning is then applied using Node2Vec to generate low-dimensional product embeddings that capture both local structural proximity and higher-order relational patterns. The proposed framework explicitly restricts the candidate item space to the Top 100 most frequent products within each behavioral cluster, thereby focusing the recommendation task on improving localized discovery within high-frequency product segments rather than global catalog exploration. The objective of this research is to assess whether segmentation-aware graph embeddings can outperform traditional FP-Growth association rules under a strict temporal split between the Historical Training Set and the Hold-out Evaluation Set, ensuring realistic and leakage-free evaluation. Model performance is evaluated using precision, recall, normalized discounted cumulative gain, and intra-list diversity on the Hold-out Evaluation Set. Experimental results indicate that the proposed graph-based approach improves ranking quality and diversity within constrained high-frequency item spaces, demonstrating more effective localized discovery within Top 100 product segments compared to FP-Growth. These results demonstrate that graph-based embeddings are more robust to sparse behavioral patterns within high-frequency product segments and better suited for exploratory recommendation scenarios within dense product subsets. The proposed framework offers a scalable and temporally valid foundation for knowledge-driven recommender systems.