ANALIS IS DAN PERANCANGAN DATA MINING PT ENS EVAL PUTERA MEGATRADING TBK (S TUDI KAS US : ANALYTICAL CRM)
S KRIPS I
Oleh
Silvia Julinda
1000838002
Mariana
1000846105
Dwi Handri Kurniawan
1000880780
Universitas Bina Nusantara Jakarta 2010
ANALIS IS DAN PERANCANGAN DATA MINING PT ENS EVAL PUTERA MEGATRADING TBK (S TUDI KAS US : ANALYTICAL CRM)
S KRIPS I
diajukan sebagai salah satu syarat untuk gelar kesarjanaan pada jurusan Sistem Infomasi Jenjang Pendidikan S trata-1
Oleh
Silvia Julinda
1000838002
Mariana
1000846105
Dwi Handri Kurniawan
1000880780
Universitas Bina Nusantara Jakarta 2010
ii
ANALIS IS DAN PERANCANGAN DATA MINING PT ENS EVAL PUTERA MEGATRADING TBK (S TUDI KAS US : ANALYTICAL CRM)
S KRIPS I
Disusun oleh :
Silvia Julinda 1000838002
Mariana 1000846105
Dwi Handri Kurniawan 1000880780
Disetujui oleh : Pembimbing
Suparto Darudiato, S .Kom, M.M Pembimbing
Universitas Bina Nusantara Jakarta 2010 iii
PERNYATAAN Dengan ini kami, Nama : Silvia Julinda NIM : 1000838002 Nama : M ariana NIM : 1000846105 Nama : Dwi Handri Kurniawan NIM : 1000880780 Judul skripsi : Analisis dan Perancangan Data Mining PT Enseval Putera M egatrading Tbk (Studi kasus : Analytical CRM ) M emberikan kepada Universitas Bina Nusantara hak non-eksklusif untuk menyimpan, memperbanyak, dan menyebarluaskan skripsi karya kami, secara keseluruhan atau hanya sebagian atau hanya ringkasannya saja, dalam bentuk format tercetak dan atau elektronik. M enyatakan bahwa kami, akan mempertahankan hak exclusive kami, untuk menggunakan seluruh atau sebagian isi skripsi kami, guna pengembangan karya di masa depan, misalnya bentuk artikel, buku, perangkat lunak, ataupun sistem informasi.
Jakarta, 23 Februari 2010
Silvia Julinda
M ariana
v
Dwi Handri Kurniawan
PRAKATA Puji syukur kami panjatkan kepada Tuhan Yang M aha Esa atas segala rahmatNya, sehingga skripsi ini dapat diselesaikan dengan baik dan tepat pada waktunya. Adapun tujuan dari penulisan skripsi ini yaitu sebagai salah satu syarat untuk menyelesaikan perkuliahan jenjang pendidikan Strata-1, jurursan Ilmu Komputer pada bidang studi Sistem Informasi di Universitas Bina Nusantara, Jakarta. Dalam kesempatan ini, perkenankan penulis untuk mengucapkan terima kasih kepada semua pihak yang telah membantu dalam meyelesaikan skripsi ini, yaitu kepada: 1.
Orang tua dan saudara penulis yang telah memberikan dukungan, baik secara moril dan materi.
2.
Bapak Prof. Dr. Ir. Harjanto Prabowo, MM. selaku Rektor Universitas Bina Nusantara yang telah memberikan kesempatan untuk menuntut ilmu di Universitas Bina Nusantara.
3.
Bapak Sablin Yusuf, Ir., M .Sc., M .CompSc. selaku Dekan Fakultas Ilmu Komputer Universitas Bina Nusantara yang telah banyak membantu dalam menyediakan fasilitas – fasilitas di Universitas Bina Nusantara sehingga penulis dapat menyelesaikan skripsi ini dengan semestinya.
4.
Bapak Johan, S.Kom., M .M . selaku Ketua Jurusan Sistem Informasi Universitas Bina Nusantara.
5.
Bapak Suparto Darudiato S.Kom, M .M selaku pembimbing skripsi penulis yang telah membimbing penulis dalam menyusun skripsi ini.
6.
Bapak Win Ce S.Kom, M .M selaku Manager Sofware Laboratory Center yang telah banyak memberikan saran dan kritik.
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7.
Ibu Eli Suryani S.Kom yang telah banyak membantu penulis dalam menyusun skripsi ini.
8.
Bapak Johan Setiawan, S.Kom., MM yang telah banyak membantu penulis dalam pengenalan data mining.
9.
Bapak Hariadi Hadisuwarno, SE., M .Sc., Dr selaku Full Time Lecturer M anajemen yang telah membantu penulis dalam analisis strategi.
10. Ibu Evawaty Tanuar, S.Kom., M .Info.Tech selaku Full Time Lecturer Teknik Infomatika yang telah membantu penulis dalam mempelajari algoritma data mining. 11. Seluruh dosen Universitas Bina Nusantara yang telah memberikan bekal ilmu selama kuliah sehingga skripsi ini dapat diselesaikan dengan baik. 12. Bapak Timotius Samanuli S.Kom selaku IT Business Analyst Manager PT Enseval Putera M egatrading Tbk yang telah memberikan ijin pengerjaan skripsi pada perusahaannya. 13. Timotius Sakti, S.Kom dan teman-teman lainnya yang telah banyak memberikan masukan dalam penyusunan skripsi ini. 14. Semua pihak yang tidak bisa disebutkan satu persatu yang secara langsung maupun tidak langsung terlibat dalam penyusunan skripsi ini sehingga skripsi ini dapat diselesaikan dengan baik. Akhir kata, penulis sangat mengharapkan adanya masukan, kritik dan saran yang bersifat membangun dari pembaca. Semoga penyusunan skripsi ini bermanfaat bagi semua pihak. Jakarta, 26 Januari 2010
Penulis viii
DAFTAR IS I Halaman Judul Luar…………………………………………………………………..… i Halaman Judul Dalam……………………….………………………………………..... ii Halaman Fotocopy Persetujuan Hardcover..................................................................... iii Halaman Fotocopy Pernyataan Dewan Penguji ...............................................................iv Halaman Pernyataan Non Ekslusif....................................................................................v Abstrak ……………………………………………………………………………..….. vi Prakata…………………………………………………………………………….….... vii DAFTAR ISI………………………………………………………………………….... ix DAFTAR TABEL………………………………………………………………......…. xii DAFTAR GAM BAR ......................................................................................................xiv DAFTAR LAMPIRAN....................................................................................................xv BAB 1 PENDAHULUAN..................................................................................................1 1.2 Ruang Lingkup ...................................................................................................2 1.3 Tujuan dan M anfaat............................................................................................2 1.4 M etodologi Penelitian ........................................................................................3 1.5 Sistematika penulisan .........................................................................................4 BAB 2 LANDASAN TEORI.............................................................................................6 2.1 Teori – Teori Dasar / Umum ..............................................................................6 2.1.1 Definisi Database...........................................................................................6 2.1.2 Data warehouse..............................................................................................6 2.1.2.2 Karakteristik Data warehouse................................................................7 2.1.2.3 Arsitektur Data warehouse ....................................................................9 2.1.2.4 M anfaat Data warehouse .....................................................................15 2.1.2.5 Skema Bintang .....................................................................................16 2.1.3 Data Mart .....................................................................................................19 2.1.3.1 Definisi Data Mart ...............................................................................19 2.1.3.2 Alasan M embangun Data Mart............................................................20 2.1.4 Data mining ..................................................................................................21 2.1.4.1 Definisi Data mining ............................................................................21 2.1.4.2 M etode Pembelajaran Data mining ......................................................22 2.1.4.3 Tugas Data mining ...............................................................................23 2.1.4.4 Teknik Data mining..............................................................................26 2.1.4.5 M etodologi Data Mining......................................................................30 2.1.4.6 Perbedaan Data mining dengan OLAP ................................................33 2.1.4.7 Perbedaan Data mining dengan Statistik..............................................33 2.1.5 Teknik Clustering.........................................................................................33 2.1.5.1 Fungsi Jarak..........................................................................................35 2.1.5.2 Algoritma K-Means ..............................................................................36 2.1.6 Teknik Association Rule...............................................................................39 2.1.7 Predictive Analysis .......................................................................................46 2.2 Teori – Teori Khusus yang Berhubungan dengan Topik yang Dibahas ..........48 2.2.1 Customer Relationship Management (CRM )...............................................48 2.2.1.1 Pengertian CRM ...................................................................................48 2.2.1.2 Fase CRM.............................................................................................49 2.2.1.3 Arsitektur CRM....................................................................................51 ix
2.2.1.4 Tipe– Tipe CRM ..................................................................................51 2.2.2 Analytical CRM ............................................................................................52 2.2.2.1 Pengertian Analytical CRM..................................................................53 2.2.2.2 Perbedaan Operational CRM dengan Analytical CRM .......................54 2.2.3 Sistem Distribusi ..........................................................................................55 2.2.3.1 Saluran Distribusi .................................................................................55 2.2.3.2 Fungsi Saluran Distribusi .....................................................................56 2.2.4 Value Chain Analysis ...................................................................................57 2.2.5 Analisis Porter ..............................................................................................61 2.2.6 Analisis SWOT.............................................................................................67 2.2.6.1 Pengertian Analisis SWOT ..................................................................67 2.2.6.2 M atrik SWOT.......................................................................................68 2.2.6.3 M atrik Faktor Strategi Eksternal ..........................................................70 2.2.6.4 M atrik Faktor Strategi Internal.............................................................72 2.2.6.5 Penilaian EFAS dan IFAS ....................................................................73 2.2.7 Critical Succes Factor (CSF) .......................................................................75 2.2.8 Rich Picture ..................................................................................................75 2.2.9 Use Case Diagram .......................................................................................75 2.2.10 Navigation Diagram.................................................................................76 2.2.11 Oracle Data Miner ...................................................................................76 BAB 3 ANALISIS PERUSAHAAN DAN SISTEM YANG BERJALAN PADA PT ENSEVAL PUTERA M EGATRADING TBK ...............................................................78 3.1 Latar Belakang Perusahaan ..............................................................................78 3.1.1 Sejarah Perusahaan.......................................................................................78 3.1.2 Visi dan M isi Perusahaan .............................................................................81 3.1.3 Struktur Organisasi.......................................................................................82 3.1.4 Tugas dan Wewenang ..................................................................................83 3.2 Analisis Strategi ...............................................................................................89 3.2.1 Analisis Porter ..............................................................................................89 3.2.2 Analisis Rantai Nilai ....................................................................................95 3.2.3 Analisis SWOT...........................................................................................105 3.2.3.1 M atrik Faktor Strategi Internal (IFAS) ..................................................115 3.2.3.2 M atrik Faktor Strategi Ekternal (EFAS) ................................................116 3.3 Analisis Sistem yang berjalan ........................................................................118 3.3.1 Analisis Proses Bisnis Sistem yang Berjalan .............................................118 3.3.2 Arsitektur Data Warehouse dan Data Mart Sistem yang Berjalan............121 3.4 Analisis CSF (Critical Success Factors)........................................................134 3.5 Analisis M asalah dan Kebutuhan Informasi ..................................................136 3.6 Usulan Pemecahan M asalah ...........................................................................141 BAB 4 PERANCANGAN DATA MINING ...................................................................143 4.1 Arsitektur Perancangan Data Mining yang diusulkan ...................................143 4.2 Pemilihan Tools Data Mining ........................................................................144 4.3 Tahapan dalam Proses Data Mining ..............................................................147 4.3.1 Business Understanding .............................................................................147 4.3.2 Data Understanding ...................................................................................151 4.3.3 Data Preparation .......................................................................................154 4.3.4 Modelling....................................................................................................162 x
4.3.4.1 Association Rules ...............................................................................162 4.3.4.2 Clustering ...........................................................................................167 4.3.4.3 Predictive Analytics ............................................................................173 4.3.5 Evaluate......................................................................................................175 4.3.6 Deployment.................................................................................................175 4.3.6.1 Use Case Diagram .............................................................................176 4.3.6.2 Navigation Diagram...........................................................................177 4.3.6.3 Rancangan Layar Aplikasi .................................................................178 4.3.6.4 Arsitektur jaringan komputer .............................................................187 4.3.6.5 Spesifikasi kebutuhan perangkat keras dan lunak ..............................188 BAB 5 SIM PULAN DAN SARAN...............................................................................189 5.1 Simpulan.........................................................................................................189 5.2 Saran ...............................................................................................................189 DAFTAR PUSTAKA.....................................................................................................190 RIWAYAT HIDUP........................................................................................................192
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DAFTAR TABEL Tabel 2.1 Contoh Transaksi..............................................................................................41 Tabel 2.2 Representasi Data Transaksi dalam Database Transaksional ..........................42 Tabel 2.3 Calon 2-itemset.................................................................................................43 Tabel 2.4 Calon 3-itemset.................................................................................................43 Tabel 2.5 Calon Aturan Asosiasi dari F3 .........................................................................44 Tabel 2.6 Calon Aturan Asosiasi dari F2 .........................................................................44 Tabel 2.7 Oracle Predictive Analytics Operations...........................................................47 Tabel 2.8 Perbedaaan Operational CRM dan Analytical CRM .......................................54 Tabel 2.9 M atrik TOWS...................................................................................................70 Tabel 2.10 Penilaian EFAS ..............................................................................................71 Tabel 2.11 Penilaian IFAS ...............................................................................................73 Tabel 3.1 M atrik Analisis SWOT...................................................................................105 Tabel 3.2 M atriks Faktor Strategi Internal (IFAS ..........................................................115 Tabel 3.3 M atrik Faktor Strategi Ekternal (EFAS) ........................................................116 Tabel 3.4 M etadata Tabel Sales_Channel_Cust_Dim ....................................................124 Tabel 3.5 M etadata Tabel Product_Dim ........................................................................125 Tabel 3.6 M etadata Tabel Branch_Dim .........................................................................126 Tabel 3.7 M etadata Tabel Sales_Channel_Dim .............................................................127 Tabel 3.8 M etadata Tabel Date_Time_Dim ...................................................................128 Tabel 3.9 M etadata Tabel Rayon_Dim ...........................................................................129 Tabel 3.10 M etadata Tabel Trans_Type_Dim................................................................129 Tabel 3.11 M etadata Tabel Channel_Dist_Dim .............................................................130 Tabel 3.12 M etadata Tabel Sales_Dept_Dim .................................................................130 Tabel 3.13 M etadata Tabel Company_Dim....................................................................131 Tabel 3.14 M etadata Tabel EPM_AR_Transaction_F ...................................................131 Tabel 3.15 M etadata Tabel EPM_AR_Paygiro_F .........................................................132 Tabel 3.16 M etadata Tabel EPM_Sales_Qty_F .............................................................133 Tabel 3.17 M etadata Tabel EPM_AR_Paycash_F.........................................................133 Tabel 3.18 Key Performance Indicator ..........................................................................135 Tabel 3.19 Identifikasi Data Parameter ..........................................................................139 Tabel 3.20 Analisis M asalah, CSF, dan Kebutuhan Informasi ......................................140 Tabel 4.1 Perbandingan Tools Data mining ...................................................................145 Tabel 4.2 Tujuan, Kebutuhan Informasi dan Permasalahan Data mining .....................150 Tabel 4.3 M etadata Tabel City .......................................................................................152 Tabel 4.4 M etadata Tabel Competitor ............................................................................152 Tabel 4.5 M etadata Tabel Sales_Channel ......................................................................152 Tabel 4.6 M etadata Tabel Item .......................................................................................153 Tabel 4.7 M etadata Tabel Sale .......................................................................................153 Tabel 4.8 M etadata View vSalesM odel ..........................................................................156 Tabel 4.9 M etadata View vNestedSales .........................................................................158 Tabel 4.10 M etadata View vCollectionM odel ................................................................161 Tabel 4.11 M etadata Tabel V_Build_Setting.................................................................162 Tabel 4.12 Spesifikasi Struktur M odel Association Rules yang dibangun.....................163 Tabel 4.13 Spesifikasi Parameter M odel Association Rules yang dibangun .................163 xii
Tabel 4.14 Spesifikasi Struktur M odel Clustering yang dibangun ................................168 Tabel 4.15 Spesifikasi Parameter M odel Clustering yang dibangun .............................168 Tabel 4.16 Revisi Spesifikasi Parameter M odel Association Rules ..............................175 Tabel 4.17 Spesifikasi perangkat keras yang dibutuhkan ..............................................188 Tabel 4.18 Spesifikasi perangkat lunak yang dibutuhkan ..............................................188
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DAFTAR GAMBAR Gambar 2.1 Arsitektur Data warehouse.............................................................................9 Gambar 2.2 Skema Bintang..............................................................................................17 Gambar 2.3 M etodologi Data mining CRISP-DM ..........................................................32 Gambar 2.4 Fungsi Euclidean ..........................................................................................36 Gambar 2.5 Contoh K-Means Clustering.........................................................................39 Gambar 2.6 Pseudocode Apriori ......................................................................................46 Gambar 2.7 The Three Phases of CRM ...........................................................................50 Gambar 2. 8 Integrated CRM...........................................................................................51 Gambar 2.9 Rantai Nilai Porter ........................................................................................57 Gambar 2.10 Porter’s Five Forces M odel ........................................................................62 Gambar 2.11 Diagram Analisis SWOT............................................................................74 Gambar 2.12 Notasi Pada Use Case Diagram .................................................................76 Gambar 3.1 Struktur Organisasi .......................................................................................82 Gambar 3.2 M odel Persaingan Porter PT. Enseval Putera M egatrading .........................89 Gambar 3.3 Value Chain Diagram...................................................................................95 Gambar 3.4 Posisi PT. Enseval Putera M egatrading berdasarkan Analisis SWOT.......117 Gambar 3.5 Rich Picture Sistem yang Sedang Berjalan ................................................118 Gambar 3.6 Skema data warehouse sistem berjalan......................................................121 Gambar 3.7 Skema data mart penjualan ........................................................................122 Gambar 3.8 Skema data mart penagihan .......................................................................123 Gambar 4.1 Arsitektur perancangan data mining yang diusulkan .................................144 Gambar 4.2 Skema data penjualan pesaing....................................................................151 Gambar 4.3 Contoh Pola-Pola Aturan yang Dihasilkan M odel Association Rules........166 Gambar 4.4 Contoh Pola Cluster yang Dihasilkan M odel Clustering ...........................171 Gambar 4.5 Contoh Hasil Scoring Pola Cluster.............................................................173 Gambar 4.6 Contoh Hasil Prediksi Hasil Scoring Pola Cluster .....................................174 Gambar 4.7 Use Case Diagram .....................................................................................176 Gambar 4.8 Navigation Diagram ...................................................................................177 Gambar 4.9 Halaman login ............................................................................................178 Gambar 4.10 Halaman change password.......................................................................178 Gambar 4.11 Halaman home ..........................................................................................179 Gambar 4.12 Halaman Selecting data cross selling model ............................................180 Gambar 4.13 Halaman create mining model cross selling.............................................181 Gambar 4.14 Halaman Build & view model...................................................................181 Gambar 4.15 Halaman cross selling model....................................................................182 Gambar 4.16 Halaman Selecting data customer collection ...........................................183 Gambar 4.17 Halaman create mining model customer collection .................................184 Gambar 4.18 Halaman Build & view model customer collection ..................................184 Gambar 4.19 Halaman customer collection ...................................................................185 Gambar 4.20 Halaman Analisa Pesaing .........................................................................186 Gambar 4.21 Arsitektur Jaringan Komputer ..................................................................187
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DAFTAR LAMPIRAN Lampiran 1 Tampilan Aplikasi ....................................................................................... L1 Lampiran 2 Dokumentasi Oracle Data Miner ............................................................. L14 Lampiran 3 Kuisioner Faktor Internal dan Eksternal Perusahaan................................. L29 Lampiran 4 Perhitungan Bobot Faktor Internal dan Eksternal...................................... L31 Lampiran 5 Perhitungan Rating Faktor Internal dan Eksternal..................................... L32 Lampiran 6 Struktur Tabel ............................................................................................ L33 Lampiran 7 Fotocopy Surat Keterangan Survei……………………………………….L34 Lampiran 8 Fotocopy Daftar Kunjungan ke Perusahaan……………………………...L35 Lampiran 9 Fotocopy Surat Pernyataan Kesesuaian Aplikasi……………………...…L36
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