Modified market basket analysis to identify consumer behavior and promotion programs for supporting shopping tourism

In a retail store located in a tourist destination, tourists can be one of the potential consumers who should be concentrated on.The existence of the retail can support shopping tourism.This research develops a modified market basket analysis (MBA) framework to analyze the relationship between promotional programs and customer behavior in the retail sector.MBA is performed with the apriori algorithm to reveal the relationship between product and product, product and promotion, promotion and customer member, product and customer member.With this analysis, it is hoped that retailers can determine their promotional strategies to retain current consumers and attract new consumers, including tourists.Modified MBA is carried out by adding promotion variables to the point of sales (POS) data that will be analyzed.The framework was tested on a case study of a fashion retail store in the city of Yogyakarta, which is one of the tourism destinations in Indonesia.