Application of the FP-Growth Algorithm in Consumer Purchasing Pattern Analysis

Abstract

Technology is currently used in various ways, one of which is businesses engaged in selling daily products. The right marketing strategy makes knowledge of consumer shopping patterns important to study because consumers are the main actors in carrying out transactions. The more diverse the types of goods sold in a company, the more diverse the resulting consumer spending patterns will be. Data mining is an analysis process that is carried out automatically on complex and large amounts of data to obtain patterns or trends that are generally not realized. The FP-Growth algorithm is an alternative algorithm that can be used to determine the data set that appears most frequently (frequent itemset) in a data set. The method used in this research is the FP-Growth method which is implemented in the PHP programming language and MySQL as the database. Designing a data mining program using the FP-Growth method can analyze and manage consumer purchasing patterns based on goods purchased simultaneously. The data processed in this research is transaction data that has been processed into information so as to gain knowledge in calculating stock of goods sourced from the owner of Toko Asra. From testing this method, results were obtained from the 10 transactions in December 2021, by limiting the minimum support value to 0.2 and minimum confidence to 0.75, 33 patterns of consumer shopping habits were obtained, meaning that 33 products were most frequently purchased by consumers. Designing a data mining program using the FP-Growth method can help analyze consumer purchasing patterns based on items purchased simultaneously. The results of frequent itemset calculations can help find a sequence of combinations that can be used as product recommendations in business decision