Research Article
Big Data Analytics of Abandoned Online Transaction in Garuda Indonesia Website
@INPROCEEDINGS{10.4108/eai.11-7-2019.2297762, author={Muhammad Al Qodri and Adrian Achyar}, title={Big Data Analytics of Abandoned Online Transaction in Garuda Indonesia Website}, proceedings={Proceedings of the 1st International Conference on Islam, Science and Technology, ICONISTECH 2019, 11-12 July 2019, Bandung, Indonesia.}, publisher={EAI}, proceedings_a={ICONISTECH}, year={2021}, month={1}, keywords={university of indonesia}, doi={10.4108/eai.11-7-2019.2297762} }- Muhammad Al Qodri
Adrian Achyar
Year: 2021
Big Data Analytics of Abandoned Online Transaction in Garuda Indonesia Website
ICONISTECH
EAI
DOI: 10.4108/eai.11-7-2019.2297762
Abstract
Garuda Indonesia conducts digital marketing activities with considerable effort and budget to attract customers to visit the Garuda Indonesia website. On the other hand Garuda Indonesia also continues to make improvements to its website to increase the user experience, ease of use, speed and transaction security. However, customers who visit Garuda Indonesia website with the intention to make a flight booking frequently end up abandoning their transactions due to various factors. This study aims to analyze online transaction abandonment in Garuda Indonesia website using Big Data Analytics. This research identifies and analyze error code that causing the abandoned transaction in every step of online booking in Garuda Indonesia website. During the period of January until December 2018, there were 33.8 million sessions that accessed Garuda Indonesia website. 41% of total sessions suddenly exited after viewing one web page only. 32.2% of total sessions made a flight search. Major drop of sessions happened after the flight search, there were only 7.0% of total sessions continued to passenger detail step. 3% of total sessions reached the payment page and finally 1.8% of total sessions successfully made online reservations. The result of this study can be utilized to develop appropriate recovery strategy to reduce online transaction abandonment in Garuda Indonesia website.