Online Travel Agent (OTA) Ranking Based on Social Media by
Using Sentiment Analysis and Social Network Analysis
Putri Monalisa*1, Shelia Novaruly Sahita Dewi*2
International ICT Business Department, Telkom University
Bandung, Indonesia
putrimonalisa1240@gmail.com
shelianovaruly@gmail.com
Abstract— The growth of internet users has increased by
9.1% from 2018. This has encouraged digital companies to
disseminate information online. The society changes using the
online ticket purchase service because it is considered easier to
get an assessment and compare ticket prices. Using sentiment
analysis can easily analyze the positive or negative feedback
provided by the user. After that, measuring ratings by
comparing network properties between online travel agents
using the System Network Analysis (SNA) methodology. The
advantage of using sentiment analysis and SNA is that it is
easier, cheaper and requires a relatively fast time than using a
questionnaire. The purpose of this study is to help companies
determine strategies for maintaining and improving service
quality. From the result of the analysis of each network
property, the comparison or ranking can be made of each
brand.
Keywords—Social Network Analysis, Sentiment Analysis,
Social Media, Online Travel Agent, Twitter.
I. INTRODUCTION
The Internet is a rapidly growing computer network of
millions of businesses, education, and government networks
that are interconnected by the number of users more than 200
countries. According to We Are Social the users of the internet
is increase up to 9,1% since January 2018 – January 2019. In
Southeast Asia internet penetration comparing to total
population is 68% [1].
The growing number of internet users in Indonesia
encourages the development of trade through networks or
websites so that a need is absolutely needed by consumers [2].
The Digital Archipelago, McKinsey cited several factors that
drive the growth of Indonesia's digital economy. Among other
things, the penetration of smartphone users, increased public
purchasing power, and the relatively rapid adoption of
community technology. In Indonesia, the penetration in
January 2019 increases 13% from the previous year.
The development of the internet has affected people's
needs, because of the limited time consumers tend to search
for complete information on products or services through the
internet and make purchases online. One of them is the use of
online travel agents. Online travel agent used will increase
near national holidays such as Eid holidays. In 2018, Busyra
Oryza, Public Relation of Traveloka said that the purchase of
aircraft had increased D-20 before Eid celebration. From
DailySocial survey 71,44% of respondents used an online
travel agent to fulfill their transportation such as buying trains
tickets, airplane tickets and booking a hotel.
The purpose of this research is to know the dynamics
spreading of information between a user and an online travel
agent by using system network analysis. And Sentiment
analysis to discover online travel agent has the most positive
sentiment based on twitter’s conversation. Sentiment analysis
will classify which conversation include in positive, neutral
and negative.
The benefit of this research is for business intelligence
purpose. An online travel agent can understand their
competitors and customer feedback deeper and better with this
insight to support decision making.
II. LITERATURE REVIEW
A. Sentiment Analysis
Sentiment analysis is the task of identifying positive and
negative opinions, emotions, and evaluations. It is much less
clear how sentiment analysis techniques can be employed in
the context of social network analysis where the language
tends to be more freeform and informal. The process carried
out by sentiment analysis to understand, extract, and process
text data automatically so that it becomes useful information
[3].
In this research adopt appraisal theory to classify
sentiment in Bahasa Indonesia because of it applicable to
social media conversation in Bahasa Indonesia. Appraisal
Theory as a basic description has basic attributes. The
following attributes are:
1) Attitude expresses the current state of a person at the
time she or he wrote a text. It has multiple
subcategories: affect, which represents the feelings of
the author such as happy, sad, or others .
2) Appreciation, which talks about the opinion that a
person has about the inner or outer qualities of an
object such as ugly, beautiful, shy, and judgment of
an object, which describes the behavior of somebody
in a social context such as heroic, feebleminded.
3) Engagement determines the position of the text
proposal. It reflects probability or possibility such as
in words perhaps or seems, in most cases.
B. Social Network Analysis
Social network analysis studies the structure of
relationships that associate other individuals or social units
and dependence on behavior or attitudes that are related to the
composition of social relations. The relationship is described
by nodes, or can be called vertices and ties or also called
edges, links or connections. Node is an actor in a network,
while ties are lines that connect one node to another [4].
Social Network measurements include:
1) Degree Centrality: The number of direct relations
owned by the node (node). The thing to note is where
the relationship occurs and what the reverse
relationship is if it's not connected.
2) Betweenness Centrality: A node with high
betweenness has a big influence on what flows in the
network showing important links and single points of
failure.
3) Closeness Centrality: Size of the closeness of nodes
that are close to other people. The pattern of direct
and indirect relationships allows other node nodes in
the network to be faster than others. They have the
shortest path for everyone else.
C. Social Media
The term social media is composed of two words, namely
"media" and "social". "Media" is meant as a communication
tool [5][6]. While the word "social" is interpreted as a social
reality that every individual takes actions that contribute to
society. This statement emphasizes that in reality, the media
and all software are "social" or in the sense that they are
products of social processes [7].
From the understanding of each word, it can be concluded
that social media is a communication tool used by users in
social processes. However, to compile a definition of social
media, we need to look at the development of individual
relationships with media devices [8].
The characteristics of computer work in the Web 1.0 are
based on the introduction of individuals to other individuals
(human cognition) who are in a network system, while Web
2.0 is based on communicating individuals in human
networks. Finally, in Web 3.0 the characteristics of
technology and relations are seen from how humans (users)
work together (human co-operation) [9].
Network Function
Property
Size Shows how big the social network is
Modularity Groups formed about conversations in
social media
Diameter The distance between actors who interact
Average Average relationship on social network
Degree
Average The average number of user accounts that
path Length certain users must pass to interact
D. Theoritical Framework
The theoritical framework of this research is displayed on
the Figure as below:
Figure 1: Framework
III. METHODOLOGY
In this study, we are using the SNA method that describes
social relations in network theory consisting of nodes (actors)
and ties (relations). Brand information for online information
for travel in Indonesia. The data generated is secondary data
based on crawling tweets with the “Traveloka” keywords and
“Tiket.com”. The preprocessing data is to eliminate tweets
that are irrelevant and not in accordance with the research.
After that, we will visualize with the Gephi application so that
the nodes (actors) are visible The type of graph used is an
undirected graph, which considers the direction of the
relationship on the node, Network properties analyzed
include: size, modularity, diameter, degree average, average
path length, and clustering coefficient.
A. Population and Sampling
The criteria used in the selection of this research sample
are as follows:
1) The Top Online Travel Agent based on Daily Social.
2) The Online Travel Agent that has 1000 tweet data from
data crawling using Orange3 application.
Therefore, the Online Travel Agent which meet the
criteria are Travelok and Pegipegi.
B. Method
For the method, we used Sentiment Analysis and Social
Network Analysis. The data crawled from the social media
platform, Twitter’s tweet, using API Twitter and Orange3
application. These study used a System Network Analysis by
comparing network properties between Traveloka and
Pegipegi. The network properties that will be used in this
study are as follows:
Table 1: Network Property
IV. RESULT AND ANALYSIS
A. Sentiment Analysis
The Sentiment Analysis used from Orange3 application to
crawl 1000 tweets from Twitter from April 17 th 2019 until
April 24th 2019 period.
 For the Traveloka analysis, we found that from 1000 picture:
tweets, there are:
1) 54 negative tweets (5.4%) consists of the unacceptability
from the refund price that has been cut based on the
terms and conditions, the slow application, the hack of
the customer’s account and credit card inside the
account, and the different price between Traveloka and
aircraft company.
2) 266 positive tweets (26.6%) consists of the
recommendations from users to their friends and family,
the discounts, the cheap prices, the completeness, the
responsiveness of the customer service, and the user’s
good experiences.
3) 680 neutral tweets (68%) consists of; 340 tweets said
that they often confuse between the icon of Twitter and
Traveloka that look alike, 204 tweets question and
answer between users and Traveloka customer service,
and 68 tweets advertiesment of Traveloka. Figure 2: Traveloka
For the Pegipegi analysis, we found that from 1000
tweets, there are:
1) 10 negative tweets (1%) consists of the
misunderstanding between Pegipegi and the
accomodation company, the hack of the customer’s
account and credit card, and the unacceptability of the
customer that said Pegipegi has too many
advertisements.
2) 10 positive tweets (1%) consists of the availability of the
accomodation and the cashback promotion.
3) 980 neutral tweets (98%) consists of; 98 tweets about
question and answer between users and Pegipegi
cusomer service, and 882 tweets advertisement from
Pegipegi. Figure 3: Pegipegi
B. Social Network Analysis
Visualization of Traveloka and Pegipegi network models
using Gephi software that uses Yifan Hu Proportional layout.
This visualized network model shows the actor or node that
talk about both online travel agents on Twitter by using
Traveloka and Pegipegi keywords.
Using the gephi software will generate each network
property. The network consists of nodes and edges using
graph undirected graph, the networks do not consider the
direction of relationships between nodes. Visualization and
results of network properties can be seen in the following
 V. CONCLUSION
Online Travel Agent Traveloka Pegipegi From the analysis, we can conclude that the best Online
Size Node: 2307 Nodes: 201 Travel Agent based on Social Media Twitter is Traveloka
Edges: 3675 Edges: 270 because Traveloka has the most positive tweets and
experiences from the users compared to Pegipegi which
Density 0,001 0,013
tweets are mostly advertisement from the Pegipegi and the
Modularity 0,766 0,704 cooperation.
Average Degree 3,186 2,687
Average Path Length 4,97 3,917 But, based on the results of comparison of network
Network Diameter 12 8 properties using the SNA method consisting of size, density,
Table 2: Result modularity, network diameter, average degree, average degree
path. From the result it can be concluded that Traveloka and
In the results of the network properties above can be seen Pegipegi have the same rank. Traveloka win in 3 network
the results of the two online travel agents. The first is size, properties from a total of 6 network properties, namely size,
size active if there are many nodes in a network so that there modularity and average degree. While the Pegipegi also win
are many interactions between nodes. From the results of the in 3 network properties, namely density, average degree path
study it can be concluded that traveloka has the largest nodes and diameter. So that from the two online travel agents
of 2307 and edges of 3675. studied, Traveloka and Pegipegi had the same rank, none of
them were the winner.
The second is density, the more dense of a network will
produce a large or strong density. So the greater the density
value, the better relationship between actors in a network. In REFERENCES
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