Consumer behaviour analysis using speaker-listener label propagation algorithm (SLPA)

Retail industries in Indonesia are experiencing rapid growth every year. As a consequence of this growth, the level of competitiveness and challenges among these industries is rising. Some of the challenges that have to face are the shift of consumers' purchasing pattern, weakening of people's purchasing power, and expansion of foreign retailers in Indonesia. To understand consumers' purchasing pattern, Market Basket Analysis was applied to extract an association between sets of products that purchased together. The Apriori Algorithm and Speaker-Listener Label Propagation Algorithm (SLPA) were proposed in this study. By using the Apriori Algorithm, there were thirteen rules generated, meanwhile the SLPA resulted in 41 communities of product categories as the research outcomes. Therefore, the outcome obtained from using the SLPA algorithm is considered to give a broader view of consumers' purchasing pattern.