2007 ANALISIS DAN PERANCANGAN DATA MINING

UNIVERS ITAS BINA NUS ANTARA ________________________________________________________________ Jurusan Teknik Informatika Skripsi Sarjana Komputer Semester Ganjil tahun 2006/2007

ANALIS IS DAN PERANCANGAN DATA MINING PADA PT. INDOMARCO PRIS MATAMA (S tudi Kasus : Pemasaran)

Gloria Trivena Suharli

0700688195

Lystia Suluh

0700688554

S teven Susanto

0700710075

Kelas : 07 PAT

Abstrak Dengan semakin bertambahnya bisnis ritel di tanah air dan persaingan yang begitu ketat antar para pebisnis ritel, maka diperlukan suatu aplikasi penganalisaan data terhadap banyaknya informasi yang terdapat pada PT. INDOM ARCO PRISM ATAMA. Tujuan dari pembuatan skripsi yang berjudul ”Analisis dan Perancangan Data Mining pada PT. INDOM ARCO PRISM ATAMA ( Studi kasus : Pemasaran )” adalah untuk mencari pola-pola yang tidak diketahui dalam data warehouse yang terdapat pada PT. INDOMARCO PRISM ATAMA. Dalam pembuatan skripsi ini, digunakan metode kepustakaan, analisis dan perancangan. M etode perancangan yang digunakan untuk pembuatan model data mining adalah metode decision tree. Dari hasil penelitian tersebut, dapat disimpulkan bahwa aplikasi data mining ini dapat digunakan untuk membantu bagian pemasaran (marketing) PT. INDOM ARCO PRISM ATAMA dalam melakukan proses pengambilan keputusan yang berhubungan dengan promosi.

Kata Kunci : Data mining, Pemasaran

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PRAKATA

Puji dan syukur penulis panjatkan kepada Tuhan Yang M aha Esa atas segala rahmat dan karunianya, serta atas bantuan dari berbagai pihak sehingga skripsi yang berjudul Analisis dan Perancangan Data Mining pada PT. INDOMARCO PRISMATAMA (Studi Kasus : Pemasaran) dapat diselesaikan dengan baik dan tepat waktu. Adapun tujuan dari penulisan skripsi ini adalah untuk memenuhi persyaratan dalam menyelesaikan jenjang studi Strata-1 (S1) jurusan Teknik Informatika di Universitas Bina Nusantara. Pada kesempatan ini penulis ingin mengucapkan terima kasih kepada semua pihak yang telah membantu baik secara langsung maupun tidak langsung dalam penulisan skripsi ini, yaitu kepada: 1. Prof. Dr. Gerardus Polla. M .App.Sc, selaku Rektor Universitas Bina Nusantara 2. Bapak Ir. Sablin Yusuf, M .Sc.,M .Comp.Sc, selaku Dekan Fakultas Ilmu Komputer Universitas Bina Nusantara 3. Bapak M ohammad Subekti, M .Sc, selaku Ketua Jurusan Teknik Informatika 4. Bapak Fredy Purnomo S.Kom, M .Kom, selaku Sekretaris Jurusan Teknik Informatika 5. Bapak Doddy Koeswandy S.Kom, MM . , selaku dosen pembimbing yang telah memberikan bimbingan, saran dan pengarahan dengan penuh kesabaran 6. Bapak Tomy Jonathan selaku Business Aplication M anager PT. INDOMARCO PRISM ATAMA yang telah bersedia menerima kami untuk mengadakan penelitian serta memberikan informasi dan data yang berkaitan dengan penyusunan skripsi ini. 7. Orang tua kami yang telah banyak memberikan dorongan moral dan materi dalam penyusunan skripsi ini.

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8. Teman-teman kami yang telah banyak memberikan masukan dalam penyusunan skripsi ini 9. Semua pihak yang tidak dapat kami sebutkan satu per satu baik yang secara langsung ataupun tidak langsung telah membantu dalam penulisan skripsi ini. Akhir kata, penulis akan sangat menghargai jika ada kritik dan saran yang membangun dari pembaca untuk penyempurnaan penulisan skripsi ini. Penulis berharap semoga skripsi ini dapat memberikan manfaat dan sumbangan untuk perkembangan ilmu pengetahuan dan teknologi informasi.

Jakarta, 10 Januari 2007

Penulis

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DAFTAR IS I

Halaman Judul Luar .................................................................................................. i Halaman Judul Dalam ............................................................................................... ii Halaman Persetujuan Hardcover .............................................................................. iii Halaman Perny ataan Dewan Pen guji ........................................................................ iv Abstrak ...................................................................................................................... v Prakata ....................................................................................................................... vi Daftar Isi ...................................................................................................................viii Daftar Tabel ..............................................................................................................xiii Daftar Gambar ........................................................................................................... xv

BAB 1

PENDAHULUAN ..................................................................................... 1 1.1. Latar Belak an g .................................................................................. 1 1.2. Ruang Lin gkup .................................................................................. 3 1.3. Tujuan dan Manfaat .......................................................................... 3 1.4. Metodologi ........................................................................................ 4 1.5. Sistematika Penulisan ....................................................................... 5

BAB 2

LANDASAN TEO RI ................................................................................ 7 2.1. Data ................................................................................................... 7 2.2. Database dan DBMS (Database Management System) ................... 8 2.2.1. Definisi Database ................................................................. 8 2.2.2. Definisi DBM S (Database Management System) ................ 9 2.2.3. Kelebihan DBMS (Database Management System) .............10

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2.2.4. Kekurangan DBM S (Database Management System) ..........11 2.2.5. Fasilitas y ang disediak an DBMS (Database Management System)………………………. .......11 2.3. Data Warehouse ................................................................................12 2.3.1. Definisi Data Warehousee ....................................................12 2.3.2. Karakteristik Data Warehouse ……………………………..13 2.3.3. Pengertian OLTP (Online Transaction Processing) …….....14 2.3.4. Model Data Warehouse …………………………………... .14 2.3.5. Arsitektur Data Warehouse ……………………………….. 16 2.3.6. Keuntungan Penggunaan Data Warehouse ……………….. .20 2.4. Data Mining ......................................................................................21 2.4.1. Definisi Data Mining ............................................................21 2.4.2. Fungsi Data Mining ..............................................................23 2.4.3. Tujuan Data Mining...............................................................24 2.4.4. Penerap an Data Mining .........................................................25 2.4.5. Metodologi Data Min ing .......................................................26 2.4.6. Pengertian OLAP (Online Analytica l Processing) ...............28 2.4.7. OLAP vs Data Mining ...........................................................31 2.4.8. Proses Data Mining................................................................33 2.5. Teknik Data Mining...........................................................................35 2.5.1. Teknik Klasik (Classical Technique) ....................................37 2.5.1.1. Statistic ..................................................................37 2.5.1.2. Nearest Neighbour ................................................38 2.5.1.3. Clustering (Pen gelo mp okan) ................................38 2.5.2. Teknik Generasi Selan jutnya

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(The Next Generation Technique) ..........................................39 2.5.2.1. Decision Tree (Pohon Kep utusan) ........................39 2.5.2.2. Neural Network (Jaringan Neural) ........................44 2.5.2.3. Induction Ru le (Aturan Induksi) ...........................44 2.6. Marketing (Pemasaran) ......................................................................45 2.6.1. Definisi Marketing (Pemasar an) ...........................................45 2.6.2. Unsur-unsur Marketing (Pemasaran) ....................................45 2.7. Market Basket Analysis......................................................................46 2.7.1. Definisi Market Basket Analysis ............................................46 2.7.2. Performing Market Basket Analysis .....................................51 2.7.2.1. Virtual Item ...........................................................51 2.7.3. Pengimplementasian Hasil ....................................................52 2.7.3.1. Penemp atan Rak ....................................................52 2.7.3.2. Product Bundling ..................................................52

BAB 3 ANALIS IS DAN PERANCANGAN S IS TEM.........................................53 3.1. Gambaran Umum Perusah aan ...........................................................53 3.1.1. Sejarah Perusahaan ...............................................................53 3.1.2. Visi, M isi, dan Motto Perusahaan .........................................55 3.1.3. Sasaran Bisnis Perusahaan ....................................................55 3.1.4. Kontribusi Perusahaan bagi Bisnis Ritel Indonesia ..............56 3.2. Struktur Organisasi PT. INDOMARCO PRISMATAMA ...............58 3.3. Tanggung Jawab dan Wewenang ......................................................59 3.4. Analisis Sistem y ang sed ang berjalan ...............................................66 3.4.1. Strategi Pemasaran Perusahaan .............................................73

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3.4.2. Identifikasi Masalah ..............................................................77 3.4.3. Usulan Pemecahan M asalah ..................................................78 3.4.4. Analisis Kebutuhan Sistem terhadap Sistem berjalan ...........78 3.5. Analisis Data Warehouse Perusahaan ..............................................79 3.5.1. Tabel Dimensi dan Fact d ari Data Warehouse Perusahaan ..79 3.5.2. Skema Data Warehouse.........................................................89 3.5.3. Analisa dan Peran can gan Kubus (Cube) untuk Model Data Mining ................................................... 92 3.5.3.1. Cube Penjualan .................................... .................92 3.5.3.2. Cube Toko ............................................................ 94 3.5.4. Perancangan M ining Model .................................................. 98 3.5.5. Perancangan Lay ar ................................................................100 3.5.6. Perancangan Tabel ................................................................105 3.5.7. State Transition Diagram (STD) ...........................................106

BAB 4 IMPLEM ENTASI DAN EVALUASI ......................................................110 4.1. Imp lementasi Sistem .........................................................................110 4.1.1. Kebutuhan Sumber Data .......................................................110 4.1.1.1. Kebutuhan Perangkat Keras (Hardware)...............110 4.1.1.2. Kebutuhan Perangkat Lunak (Software) ................111 4.1.1.3. Kebutuhan Perangkat SDM ..................................111 4.2. Testing ............................................................................................ 112 4.3. Petunjuk Penggunaan Ap likasi .........................................................113 4.4. Evaluasi..............................................................................................161 4.4.1. Evaluasi Program den gan Data Dummy .............................. 161

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4.4.2

Post-Survai .......................................................................... 182

4.4.3

Evaluasi Perub ahan Sistem ................................................. 190

BAB 5 S IMPULAN DAN S ARAN .......................................................................192 5.1. Simpulan ...........................................................................................192 5.2. Saran ..................................................................................................192

DAFTAR PUSTAKA ..............................................................................................194 DAFTAR RIWAYAT HIDUP ...............................................................................195 LAMPIRAN .............................................................................................................L1 FO TO KO PI S URAT SURVEI

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DAFTAR T AB EL

Tabel 2.1.

Tabel Penjualan Produk Dalam Waktu yang Sama ..............................49

Tabel 3.1.

Tabel DimProduk..................................................................................79

Tabel 3.2.

Tabel DimKategor i ...............................................................................80

Tabel 3.3.

Tabel DimDepartemen ..........................................................................80

Tabel 3.4.

Tabel DimDivisi....................................................................................81

Tabel 3.5.

Tabel DimToko ....................................................................................82

Tabel 3.6.

Tabel DimCaban g .................................................................................83

Tabel 3.7.

Tabel DimWilay ah ...............................................................................83

Tabel 3.8.

Tabel DimKota .....................................................................................84

Tabel 3.9.

Tabel DimTipeToko..............................................................................85

Tabel 3.10. Tabel DimJenisToko .............................................................................85 Tabel 3.11. Tabel DimJumlahPesain g .....................................................................86 Tabel 3.12. Tabel DimWaktu ...................................................................................86 Tabel 3.13.. Tabel DimPromosi ................................................................................87 Tabel 3.14. Tabel DimPembayaran ..........................................................................88 Tabel 3.15. Tabel FactPenjualan ..............................................................................88 Tabel 3.16. Tabel Relationship ................................................................................91 Tabel 3.17. Tabel Perancan gan Model Data Mining ...............................................95 Tabel 3.18. Tabel MsUser......................................................................................105 Tabel 3.19. TabelMsUserLog.................................................................... ............105 Tabel 3.20. Tabel MsMiningModel.......................................................................105 Tabel 4.1. Tabel Sp esifikasi Peran gkat Keras y ang Dibutuhkan ........................ 111 Tabel 4.2. Tabel Spesifikasi Per angkat Lunak y ang Dibutuhkan .........................111

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Tabel 4.3. Tabel Ser angkaian Testing terhadap Ap likasi Data Mining ............ 112 Tabel 4.4. Tabel Perbandin gan Antara Sistem Lama dan Sistem Baru ............ 191

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DAFTAR G AMBAR

Gambar 2.1.

Star Schema.......................................................................................15

Gambar 2.2.

Contoh dari Snowflake Schema..........................................................16

Gambar 2.3

Arsitektur Data warehouse ........................................................... 20

Gambar 2.4.

OLAP vs Data Mining .......................................................................32

Gambar 2.5.

Proses Data Mining ...........................................................................33

Gambar 2.6.

Grafik Teknik Pengelomp okan .........................................................39

Gambar 2.7.

Contoh Pohon Kep utusan ..................................................................40

Gambar 3.1.

Struktur Organisasi PT. INDOMARCO PRISMATAMA................58

Gambar 3.2.

Workflow dari sistem yang berjalan di PT. INDOMARCO PRISMATAMA (Indomaret).............................66

Gambar 3.3.

Skema Data Warehouse pada PT. INDOMARCO PRISMATAMA (Indomaret).................. 90

Gambar 3.4.

Model Cube Penjualan ..................................................................... 93

Gambar 3.5.

Model Cube Toko ............................................................................ 94

Gambar 3.6.

Rancan gan Lay ar Login ...................................................................100

Gambar 3.7.

Rancan gan Lay ar Utama..................................................................100

Gambar 3.8.

Rancan gan Lay ar Change Password ...............................................101

Gambar 3.9.

Rancan gan Lay ar User Management...............................................101

Gambar 3.10. Rancan gan Lay ar Add User .............................................................101 Gambar 3.11. Rancan gan Lay ar Update User........................................................102 Gambar 3.12. Rancan gan Lay ar Search User.........................................................102 Gambar 3.13. Rancan gan Lay ar View Log .............................................................103

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Gambar 3.14. Rancan gan Lay ar Cube....................................................................103 Gambar 3.15. Rancan gan Lay ar Statistik ...............................................................104 Gambar 3.16. Rancan gan Lay ar Mining Model......................................................104 Gambar 3.17. STD Form Login..............................................................................106 Gambar 3.18. STD Form Change Password..........................................................106 Gambar 3.19. STD Form User Management .......................................................107 Gambar 3.20. STD Form Add User........................................................................107 Gambar 3.21. STD Form Update User...................................................................108 Gambar 3.22. STD Form Mining Model Manag ement............................................108 Gambar 3.23. STD Form Utama.............................................................................109 Gambar 4.1.

Tamp ilan Lay ar Login......................................................................114

Gambar 4.2.

Tamp ilan Login Error jika username tidak d itemukan....................114

Gambar 4.3.

Tamp ilan Login Error jika p assword salah......................................115

Gambar 4.4.

Tamp ilan Lay ar Utama....................................................................116

Gambar 4.5.

Tamp ilan Menu File p ada Form Utama ..........................................116

Gambar 4.6.

Tamp ilan Menu Cube pada Form Utama ........................................117

Gambar 4.7.

Tamp ilan Menu Statistic p ada Form Utama....................................117

Gambar 4.8.

Tamp ilan Menu Mining Model p ada Form Utama.........................118

Gambar 4.9.

Tamp ilan Menu Help pada Form Utama........................................118

Gambar 4.10. Tamp ilan Menu Administration p ada Form Utama.........................119 Gambar 4.11. Tamp ilan form Change Password ...................................................119 Gambar 4.12. Tamp ilan Atten tion jika new password belum d iisi .........................120 Gambar 4.13. Tamp ilan Atten tion jika new password dengan confirm new password tidak sama..................................................120 Gambar 4.14. Tamp ilan Atten tion jika password berhasil diub ah..........................121

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Gambar 4.15. Tamp ilan layar Cube Sales ..............................................................121 Gambar 4.16. Tamp ilan Cube jika Total Qty di sort ascending .............................122 Gambar 4.17. Tamp ilan Cube jika Total Qty di sort descending ...........................123 Gambar 4.18. Tamp ilan jika dilakukan show top 2 p ada nama divisi dan show top 5 p ada nam a departemen .......................124 Gambar 4.19. Tamp ilan jika Sub Total d iklik .........................................................125 Gambar 4.20. Tamp ilan Calculated Totals and Fields...........................................126 Gambar 4.21. Tamp ilan setelah dilakuk an p enambahan measure baru ..................126 Gambar 4.22. Tamp ilan bila dip ilih show as percen t of column total……………127 Gambar 4.23. Tamp ilan bila pada row food di klik tombol expand .......................128 Gambar 4.24. Tamp ilan Export data dari Cube di App likasi ke Excel...................129 Gambar 4.25. Tamp ilan Field List..........................................................................130 Gambar 4.26. Tamp ilan layar Statistic Sales…………………………………… 131 Gambar 4.27. Tamp ilan Lay ar Field .......................................................................132 Gambar 4.28. Tamp ilan Statistik Penjualan dilihat dari food d an nonfood saja.....133 Gambar 4.29. Tamp ilan dari Chart Type ................................................................134 Gambar 4.30. Tamp ilan Statistik Penjualan bila Chart Type Batan g dalam b entuk 2D..............................................................................135 Gambar 4.31. Tamp ilan bila Show / Hid e Legend diklik........................................136 Gambar 4.32. Tamp ilan Statistik Penjualan jika By Row / Column dik lik .............137 Gambar 4.33. Tamp ilan Statistik Penjualan jika di sort Ascend ing .......................138 Gambar 4.34. Tamp ilan Statistik Penjualan jika di sort Descending .....................139 Gambar 4.35. Tamp ilan Statistik Penjualan untuk Show Top 2 .............................140 Gambar 4.36. Tamp ilan Statistik Penjualan dim ana Produk di expand ke nama d epartemen dari sebelumny a nama d ivisi .........................141

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Gambar 4.37. Tamp ilan Statistik Penjualan jika Drill Into diklik p ada data Perishable..............................................................142 Gambar 4.38. Tamp ilan Chart Wizard ...................................................................143 Gambar 4.39. Tamp ilan layar Mining Model……………………………………..144 Gambar 4.40. Tamp ilan layar Mining Model Pola Produk terhadap Promosi........145 Gambar 4.41. Tamp ilan jika tombol zoom in ditekan .............................................146 Gambar 4.42. Tampilan jika Prediction Tree yang dipilih adalah jenis promosi...147 Gambar 4.43. Tamp ilan jika Content Navigator di klik di bagian kanan atas........148 Gambar 4.44. Tamp ilan content d etail jika diklik node nama departemen = susu.149 Gambar 4.45. Tamp ilan jika dik lik tab h istogram..................................................150 Gambar 4.46. Tamp ilan bila Tree Color Based On yang d ipilih Super Hemat….151 Gambar 4.47. Tamp ilan layar About Us .................................................................152 Gambar 4.48. Tamp ilan layar User Management...................................................153 Gambar 4.49. Tamp ilan layar Add User .................................................................153 Gambar 4.50. Tamp ilan Input Error jika username belum d iisi ............................154 Gambar 4.51. Tamp ilan Input Error jika password belum diisi.............................154 Gambar 4.52. Tamp ilan layar Search User ............................................................155 Gambar 4.53. Tamp ilan layar Update User............................................................156 Gambar 4.54. Tampilan Confirmation jika tombol Delete ditekan .........................157 Gambar 4.55. Tamp ilan layar View Log .................................................................158 Gambar 4.56. Tamp ilan layar Mining Model Manag ement ...................................159 Gambar 4.57. Tamp ilan layar jika dipilih Pola Market Basket Kategori A Terhadap Kategori B dan textbox diisi ’MM009’ dan tombol Add ditekan ......................................................................................160 Gambar 4.58. Tamp ilan layar confirmation jika tombol delete ditekan ................160

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Gambar 4.59. Decision Tree Merek A terhadap Merek B......................................161 Gambar 4.60. Decision Tree Merek So Klin terhadap M erek lain I .......................163 Gambar 4.61. Decision Tree Merek So Klin terhadap M erek lain II .....................164 Gambar 4.62. Decision Tree Divisi A terhadap Divisi B .......................................165 Gambar 4.63. Decision Tree Divisi Food terhad ap Divisi Lain .............................167 Gambar 4.64. Decision Tree Divisi Non Food terhadap Divisi Lain .....................168 Gambar 4.65. Decision Tree Divisi General Merchandise terhadap Divisi Lain ..169 Gambar 4.66. Decision Tree Nama Dep artemen terhadap Nama Promosi ............171 Gambar 4.67. Decision Tree Dep artemen M akanan Ringan terhadap Nama Promosi...................................................................173 Gambar 4.68. Decision Tree Nama Kota terhadap Jumlah Pesaing Strata.............174 Gambar 4.69. Decision Tree Nama Kota terhadap Jumlah Pesaing .......................176 Gambar 4.70 Decision Tree Nama Kota Tangeran g terhadap Jumlah Pesaing .................................................................177 Gambar 4.71. Decision Tree Nama Kota Semarang terhad ap Jumlah Pesaing ......178 Gambar 4.72. Decision Tree Bulan terhadap Nama Promosi.................................179 Gambar 4.73. Decision Tree Bulan A gustus terhadap Nama Promosi...................181 Gambar 4.74. Hasil Survai Pertanyaan 1 Post-Survai ...........................................183 Gambar 4.75. Hasil Survai Pertanyaan 2 Post-Survai ...........................................184 Gambar 4.76. Hasil Survai Pertanyaan 3 Post-Survai ...........................................185 Gambar 4.77. Hasil Survai Pertanyaan 4 Post-Survai ...........................................186 Gambar 4.78. Hasil Survai Pertanyaan 5 Post-Survai ...........................................187 Gambar 4.79. Hasil Survai Pertanyaan 6 Post-Survai ...........................................188 Gambar 4.80. Hasil Survai Pertanyaan 7 Post-Survai ...........................................189 Gambar 4.81. Hasil Survai Pertanyaan 8 Post-Survai ...........................................190

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