Customer Relationship Management in Retail Using Double Association Rule

Abstract

Retail is one of the industries that has very high competition. Many retail industries have increased so that there is high competition among retailers. The competition in the retail industry is centered on the struggle for consumers. Consumers are one of the main pillars for the survival of a company. Customer relationship management is a strategy to maintain customer loyalty. To maintain consumer loyalty by knowing consumer shopping habits. Market basket analysis is used to analyze the shopping habits of consumers. This paper used Market Basket Analysis with the Double Association rule method. Double association rule is used because, a single association rule cannot cover the desired results. The results of this study are recommendations for product layout and product bundling recommendations. These recommendations are implemented to increase customer loyalty so that retail revenue also increases. 71.1% of respondents agreed with the proposed implementation of increasing income and customer satisfaction.