Association Rules Analysis using FP Growth Algorithm to Make Product Recommendations for Customer

Companies usually have historical data on sales transactions from month to month, but unfortunately, they are only used as weekly and monthly reports. If it is allowed to continue for longer, there will be data growth which results in data richness but poor information. At the same time, companies often still use manual methods in their product marketing strategies that have no reference and are only based on estimates. One of them is the X Fashion Store that sells various local fashions. X Fashion Store has not used data to develop their marketing strategy. This study conducted an association rules analysis to develop a sales strategy. Sales transaction data used is data for December 2020 with a minimum value of support of 25 and a minimum value of confidence of 80 by processing data using Rapidminer application. FP Growth algorithm can produce association rules as a reference in product promotion and decision support in providing product recommendations to consumers based on predetermined minimum support and confidence values. The association rule result with the highest lift ratio is 10.51. Ni Putu Priyastini Dessy Safitri "Association Rules Analysis using FP-Growth Algorithm to Make Product Recommendations for Customer" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-2 , February 2021, URL: https://www.ijtsrd.com/papers/ijtsrd38459.pdf Paper Url: https://www.ijtsrd.com/computer-science/data-miining/38459/association-rules-analysis-using-fpgrowth-algorithm-to-make-product-recommendations-for-customer/ni-putu-priyastini-dessy-safitri