Affiliate Marketing and Payment Gateway Adoption Among Bandung MSMEs
DOI:
https://doi.org/10.67096/mekar.v1i4.547Keywords:
affiliate marketing, payment gateway, micro small and medium enterprises, observation, netnographyAbstract
This article develops a qualitative framework for examining affiliate marketing and payment gateway adoption among micro, small, and medium enterprises in Bandung City, Indonesia. The proposed method combines nonparticipant observation of payment routines with netnography of online referral discussions. Purposive sampling will follow identifiable episodes from promotional exposure through registration, use, or rejection. The conceptual analysis identifies affiliate credibility, practical education, incentive transparency, and operational fit as candidate mechanisms, while considering attribution uncertainty and selective online visibility. These are propositions for field investigation, not empirical findings. The contribution is an episode-based protocol for comparing online promises with observable business practices. Fieldwork is required before conclusions about adoption outcomes or affiliate effectiveness can be established.
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Copyright (c) 2026 Andry Mochamad Ramdan (Author)
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