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Decision Support System Using Association Algorithm for A Cross Selling Strategy
Imam Tahyudin;Mohammad Imron; Siti Alvi Solikhatin
A sales transaction data of a retail company which is collected every day is enormous. Very large data will be more meaningful to increase the company’s profits if it can be extracted properly. Based on the research results of Andhika, et al [1], Zhang and Ruan [6], Herera et al [7], Witten [11], explained that one of the methods that can gather information from the transaction data is the method of association. With this method it can be determined the patterns of transactions performed simultaneously and repeatedly. Thus, it can be obtained a model that can be used as a reference for cross selling sales strategy. The purpose of this research is to apply data mining association methods of data mining by using apriori algorithm to create a new sales strategy for cross selling. Based on calculations, Association Rule is implemented by applying Confidence value = 0.8 while the value of Support = 0.1. Of the defined minimum value, the total result are 77 rules.

Keyword : Data Mining; Association; Apriori Algorithm; Cross Selling; Retail Stores