Consumer Behavior Analysis on Sales Process Model Using Process Discovery Algorithm for the Omnichannel Distribution System

Currently, Omnichannel distribution services are experiencing very rapid development around the world. In the Omnichannel distribution services, each existing sales channel will be connected to each other through integration capabilities so that no channels are left neglected. This is able to provide the best experience for consumers when shopping both online through mobile devices, laptops, and in physical stores. But on the other hand, this creates problems for business people who develop Omnichannel services. On the one hand, it facilitates the marketing process, but on the other hand, business people have difficulty reading the behavior of consumers who use Omnichannel distribution services. One way to analyze consumer behavior is to use the Process Discovery approach to obtain a process model. There are several Process Discovery Algorithms capable of describing and analyzing process models. In this paper, an experiment was carried out using the sales event log dataset generated from the Omnichannel distribution service system. Service channels used are Marketplace, Web Store, Social Media, Social Media Shop, and Media Messenger. Sales process modelling is generated using the Inductive Miner Algorithm, Heuristic Algorithm, Alpha Miner Algorithm and Fuzzy Miner Algorithm. Then the next step is to measure the process model obtained by Conformance Checking. The purpose of process modeling and measurement is to obtain a sales process model that can predict consumer behavior patterns well. The results of the analysis show that the process model generated by the Fuzzy Miner Algorithm is the best process model for describing consumer behavior in Omnichannel Distribution Services in this study. Based on the process model obtained with the Fuzzy Miner Algorithm, consumer behavior shows that the majority of consumers spend time on social media channels and then make purchases on the Marketplace channel. In addition, the results of the analysis show that consumers make more transactions on the Marketplace channel compared to the webstore channel or Social Media Shop channel.