Measuring brand awareness of online travel agents using SNA method based on Twitter user interaction

Abstract

The digital era has changed daily habits, especially in interacting. Many people turn to social media to interact. They can write down their experiences, information, views, and feedback about what they have used so that a lot of User Generated Content (UGC) data is formed. UGC could be used to measure brand awareness through customer behavior. We use the SNA method to find out interactions with Twitter users. Brand awareness measurement is done by comparing the network properties used. The data used in Big Data from social media Twitter, so there is no need to conduct surveys and direct interviews to measure brand awareness. This study uses Online Travel Agent (OTA) objects in Indonesia through the interaction of Twitter users. The result is Traveloka ranked first, Pegipegi ranked second, and Tiket.com ranked third. So it can be concluded that Traveloka, Pegipegi, and Tiket.com are online travel agent brands with good brand awareness in Indonesia.