Market Basket Analysis on Sales Transactions for Micro, Small and Medium Enterprises Using Apriori Algorithm to Support Business Promotion Strategy in RDA Hijab

The increasingly fierce business competition requires business owners to always innovate to create effective and efficient business promotion strategies to develop their business. One way to get recommendations for business promotion strategies is to process sales transaction data owned by the business. With data mining, the data can be processed so that new knowledge is obtained to support the creation of new business promotion strategies. The method used is the method of market basket analysis association rules with a priori algorithm. The results of the analysis in this study can be concluded for the rule with a combination of 2 items that have the highest confidence value of 41.61%, the lift ratio value of 12.10, and the frequency of the rule in the highest testing data is 66, that is, if consumers buy navy neck cuffs, then he will also buy white neck cuffs. And for the rule with a combination of 3 items that have the highest confidence value of 50.00%, the lift ratio value of 11.94, and the frequency of the rule in the highest testing data is 13, that is, if the consumer buys black neck cuffs and navy neck cuffs then he will also buy a light khaki neck cuff.