Identification of Product Bundling for Designing Digital Flyers Using Market Basket Analysis

Understanding consumer needs and maintaining consumer loyalty are strategies for achieving business success. To achieve this success, several actions can be taken, such as improving product quality, adding product variations, and providing attractive promotional offers. This research employs the apriori algorithm method to identify customer interest and purchasing patterns, aiming to devise a bundling promotion strategy for food and beverages and develop an optimal marketing approach. This research utilizes qualitative methods with Weng Coffee Signature as the research object, by utilizing primary data in the form of 4380 sales transaction records in January 2024. The results of the apriori method will be evaluated based on the support, confidence, and lift values. The analysis indicates that the suitable menu for bundling promotions is Lemon Punch with Chicken Pop and Lychee Yogurt with Chicken Pop. By using these bundling menus derived from customer purchasing patterns, it is hoped that Weng Coffee Signature can enhance its marketing through social media. The suggestion for further research is for Weng Coffee Signature to implement bundling promotions based on the findings obtained. This will allow researchers to determine if this strategy can be useful.