Tappo, Andrew Sheridan (2017) Alternatif Layout Alfamart Di Jalan Raya Genting Melalui Pendekatan Perilaku Konsumen Dengan Metode Market Basket Analysis. Sarjana thesis, Universitas Brawijaya.
Abstract
Perilaku konsumen adalah hal yang perlu dipahami oleh perusahaan karena keberlangsungan perusahaan untuk dapat terus memenuhi setiap kebutuhan dan keinginan konsumen itu tergantung pada perilaku konsumennya. Pemahaman mengenai perilaku konsumen juga dapat digunakan dalam usaha ritel untuk menyusun tata letak rak didalam toko sehingga dapat memudahkan dan memberi kenyamanan bagi konsumen dalam melakukan pembelian. Hal ini yang diharapkan dapat memberikan keuntungan bagi perusahaan, baik dalam bentuk profit maupun keunggulan bersaing. Penelitian ini dilakukan dalam upaya memberikan alternatif tata letak toko retail berdasarkan perilaku belanja konsumen dengan menggunakan metode Market Basket Analysis (MBA) dan tools Activity Relationship Chart (ARC). MBA adalah salah satu penerapan Association Rule dengan tiga macam ukuran, yaitu support (tingkat dominasi faktor), confidence (tingkat kedekatan faktor) dan improvement ratio / lift (validasi kedekatan faktor). MBA bertujuan untuk menentukan departemen apa saja yang sering dibeli secara bersamaan oleh konsumen dengan menentukan asosiasi antar departemen yang diletakkan dalam keranjang belanja. Selain menggunakan MBA, penelitian ini juga menggunakan metode ARC untuk mengetahui kedekatan departemen secara kualitatif. Dari hasil pengolahan data dengan menggunakan MBA dan ARC didapatkan satu alternatif layout. Pada alternatif layout, beberapa departemen harus dipindah dari posisi sebelumnya. Departemen-departemen yang sebaiknya dipindah diantaranya departemen bahan pengharum dan pembersih, selai dan roti, dan departemen lainnya.
English Abstract
Consumer behavior should be understood by companies since their sustainability in fulfilling the needs and desire of consumers depends on the behavior of their consumers. Understandings on consumer behavior can also be applied in retail business in the form of layout arrangement of shelves in stores in the effort of facilitating and providing convenience for consumers during shopping. This is expected to make benefits for the company in both profit and competitive advantage. This research is conducted to provide alternate retail store layout based on consumer shopping behavior using Market Basket Analysis (MBA) and Activity Relationship Chart (ARC) tool. MBA is an application of Association Rule with three measures, namely support (factor domination), confidence (factor level), and improvement ratio/lift (factor proximity validation). MBA aims at determining departments that are frequently visited simultaneously by consumers by determining the inter-departmental associations that are put in shopping carts. Besides MBA, this research also uses ARC method to identify the department's closeness qualitatively. From the results of data processing using the MBA and ARC, an alternate layout was obtained. In the alternate layout, some departments must be moved from the current position. Departments that should be moved include fragrance department and cleanser department, jams department and bread department, and several other departments.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2017/336/051706557 |
| Uncontrolled Keywords: | Perilaku konsumen, Layout, Market basket analysis, Support, Confidence, Improvement Ratio / Lift, Activity relationship chart |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.2 Plant management > 658.23 Layout |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Yusuf Dwi N. |
| Date Deposited: | 15 Aug 2017 06:14 |
| Last Modified: | 25 Oct 2021 06:06 |
| URI: | http://repository.ub.ac.id/id/eprint/1347 |
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