BIG DATA ANALYTICS OF ABANDONED ONLINE TRANSACTION IN GARUDA INDONESIA WEBSITE
Muhammad Al Qodri, Adrian Achyar
Universitas Indonesia
Abstract
Garuda Indonesia spends substantial money and effort to entice consumers to visit Garuda Indonesia website. Garuda Indonesia website has improved the necessary ingredients to generate a positive shopping experience, such as promotional program, usability, aesthetic design, ease of navigation, and transaction security. Yet, consumers who visit Garuda Indonesia website with the intention of making a purchase 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. The result of this study will be utilized to develop appropriate recovery strategy to reduce online transaction abandonment in Garuda Indonesia website.
Keywords: airline website, abandoned transaction, online booking, retargeting strategy, online payment
Topic: Marketing Management