Optimalisasi Strategi Product Bundling melalui Pemetaan Pola Peminatan dan Pola Penjualan Produk menggunakan K-Means Clustering dan Apriori

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Published: Jun 30, 2025
DOI: https://doi.org/10.28932/jis.v8i1.11503
Keywords:
algoritma Apriori untuk penjualan, K-Means Clustering dalam bisnis, pola peminatan produk, pola penjualan ritel, strategi product bundling

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Bagas Dwi Oktavian
Program Studi Teknik Industri, Fakultas Teknik, Universitas Trunojoyo Madura, Bangkalan, Indonesia
Ida Lumintu
Program Studi Teknik Industri, Fakultas Teknik, Universitas Trunojoyo Madura, Bangkalan, Indonesia
https://orcid.org/0009-0007-8266-6963
Samsul Amar
Program Studi Teknik Industri, Fakultas Teknik, Universitas Trunojoyo Madura, Bangkalan, Indonesia

Abstract

Persaingan bisnis ritel yang semakin kompetitif menuntut strategi pemasaran yang lebih terarah dan berbasis data untuk mengatasi stagnasi penjualan, khususnya pada produk dengan permintaan rendah. Penelitian ini bertujuan mengembangkan pendekatan analitik untuk mengoptimalkan strategi product bundling di toko Aldrin Stocklot’s melalui pemetaan pola peminatan dan keterkaitan produk. Metode yang digunakan meliputi analisis Recency, Frequency, and Monetary (RFM) pada level produk, K-Means Clustering untuk segmentasi produk berdasarkan peminatan, dan algoritma Apriori untuk mengidentifikasi asosiasi antarproduk dalam transaksi pelanggan. Hasil menunjukkan bahwa 82% produk termasuk kategori kurang diminati, dan hanya 13 dari 33 aturan asosiasi yang efektif untuk bundling lintas klaster. Evaluasi clustering menggunakan Davies-Bouldin Index (DBI) sebesar 0.717 menandakan kualitas segmentasi yang cukup baik. Temuan ini memperkuat argumen bahwa integrasi klasterisasi dan association rule mining pada level produk dapat menghasilkan rekomendasi bundel yang lebih adaptif untuk meningkatkan visibilitas dan penjualan produk stagnan. Implikasi praktis dari pendekatan ini berpotensi direplikasi di sektor ritel UMKM lainnya.

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Oktavian, B. D. ., Lumintu, I., & Amar, S. (2025). Optimalisasi Strategi Product Bundling melalui Pemetaan Pola Peminatan dan Pola Penjualan Produk menggunakan K-Means Clustering dan Apriori. Journal of Integrated System, 8(1), 26–41. https://doi.org/10.28932/jis.v8i1.11503
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Vol. 8 No. 1 (2025): Journal of Integrated System Vol. 8 No. 1 (June 2025)
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Articles
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