IMPLEMENTATION OF MARKET BASKET ANALYSIS AS A MARKETING IMPROVEMENT STRATEGY FOR LOCAL PAPER CHEMICAL PRODUCERS IN THE PAPER INDUSTRY (CASE STUDY AT PT. AKL)

The development of global demand for pulp and paper industry products both domestically and for export is still promising, including tissue paper products, packaging paper and so on. Another industry that is growing along with the growth of the paper industry is paper chemicals or additives used in the paper-making process. In business, data mining is used to find patterns and relationships in data to help make better business decisions. Data mining techniques using association rules such as market basket analysis can help find sales trends, develop smarter marketing campaigns, and accurately predict customer loyalty. From the research results, the most sold products at PT. AKL is Epostrong Final/CT/FG. Experiments with a minimum support value of 0.05 and a minimum confidence value of 0.05 obtained seven association rules that can be used as a reference to determine which products have the opportunity to increase sales because the resulting association rules are ideal with a lift ratio value > 1 so that they have the potential to be used. Based on the final association rules, with a support value of 1.4%, a confidence value of 100% and a lift ratio value of 3.227, it is obtained that if you buy a bustrong 20D and a bustrong 11G, you will buy calciperse. Thus, based on the association rules obtained, PT. AKL can maximize the utilization of data mining applications so that by promoting product combinations, it will increase more sales opportunities.