The Implementation of Affiliate Marketing on Marketing Communication Strategy of Travel Tour Agencies to Build Awareness in Jakarta

ABSTRACT: Travel and tour to certain locations is categorized as leisure for those who spend their holiday with their loved one or even on their own. Yet, nowadays, technology becomes a tool to support our existence in this world, including to do “show off” thing through social media for their leisure and holiday. This trend becomes phenomena and also the reason why travel agencies are confident to be stood tall to facilitate peoples‟ trip although the competitors are everywhere out there. This study aims to uncover how affiliate marketing is effective and efficient to build travel and tour agencies awareness in Jakarta. Qualitative research with descriptive approach is implemented in the study because the primary data is obtained from in-depth interview toward the travel agency owners and a digital business consultant with Situation, Objective, Strategy, Tactic, Action and Control (SOSTAC) model analysis. The recommendations cover areas of: (1) Building awareness started with building trust (2) Social media which has close group feature plays the vital role on affiliate marketing implementation.
KEYWORDS: Affiliate Marketing, Building Awareness, Social Media, SOSTAC, Travel Tour Agency