Business intelligence for social media interaction in the travel industry in Indonesia

Michael Yulianto,Abba Suganda Girsang,Reinert Yosua Rumagit

doi:10.37380/jisib.v8i2.323

Abstract

Electronic ticket (eticket) provider services are growing fast in Indonesia, makingthe competition between companies increasingly intense. Moreover, most of them have the sameservice or feature for serving their customers. To get back the feedback of their customers, manycompanies use social media (Facebook and Twitter) for marketing activity or communicatingdirectly with their customers. The development of current technology allows the company totake data from social media. Thus, many companies take social media data for analyses. Thisstudy proposed developing a data warehouse to analyze data in social media such as likes,comments, and sentiment. Since the sentiment is not provided directly from social media data,this study uses lexicon based classification to categorize the sentiment of users’ comments. Thisdata warehouse provides business intelligence to see the performance of the company based ontheir social media data. The data warehouse is built using three travel companies in Indonesia.As a result, this data warehouse provides the comparison of the performance based on the socialmedia data.

Highlights

The development of air transportation and airlines in Indonesia is increasing
We examine the concept and characteristics of business intelligence and sentiment analysis using lexicon based classification
By using the business intelligence program tableau all existing reports can affect each other, for example when we click on the first report graph on the line Traveloka and September all reports on this page will show Facebook Traveloka data in September

Summary

Introduction

The development of air transportation and airlines in Indonesia is increasing. This is marked by the growing number of airlines that have sprung up by offering both domestic and international travel routes that make the competition more competitive. Many airlines offer promotions that can be an attraction for consumers. This is certainly a great opportunity for business people to use information technology. Because business competition requires price matching, companies must compete to attract consumers as much as possible in order to survive. This includes social media, like Facebook and Twitter. Businesses start looking at such technologies as effective mechanisms to interact more with their customers (Ali Abdallah Alalwan, et al 2017)

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Conclusion