Discovering Influencers and Communities Through the Use of Social Network and Topic Modelling: Insights from Traveloka

This study examines the Traveloka social network to address questions about community formation, influential actors, discussion topics, and marketing strategy recommendations. A combination of social network analysis (SNA) and topic modeling was used, analyzing data from Traveloka reviews on Google Play Store, Instagram, and Twitter from June 2022 to May 2024. The results identified 87,479 nodes and 159,156 edges within the network, with five distinct communities and influential individuals like anthoni.023 and amie020516 based on eigenvector centrality. Key sentiments included ease of use, efficiency, service quality, and pricing. Marketing strategy recommendations include team training, AI technology integration, streamlining refund processes, regular app updates, intuitive interface design, and adding secure payment methods.