Customer Relationship Management Untuk Penetapan Strategi Penjualan Menggunakan Teknik Association Rules Mining

Abstract

Business competition is the most important factor to develop a marketing system for a more effective and efficient marketing system in an industry. Customer Relationship Management (CRM) is a marketing Management system which can be a solution to face an increasingly competitive business. CRM includes cross-up selling, analysis of affinity products, and bundling of products that can be used as an alternative solution in marketing strategy system in an industry. Revenue of a company can be improved through cross selling where sale the additional product with the major products. Customer Relationships can improve customer satisfaction. This research discusses an analysis of sales transaction data from an agro-industrial company with tires products using Association Rules Mining technique. The result from this work shows the strategy of sales can be made using value of support, confidence and improvement. Determining of sales strategy makes to sell products which have complementary products with a value is higher than the base product and have confidence level> 50%. It shows that sell in up-selling (offering products that have higher prices of basic products) also can be done.