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

Abstract

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.