27,000 MSMEs in Banjar Targeted for Entry into 'Affiliate City' Ecosystem

An opportunity is being developed in Banjar, West Java, through the use of affiliate marketing as a marketing channel for local products. This initiative was launched by the local snack brand Makaroni Eneng (Menengs) in collaboration with national affiliate Katabroto during an Affiliate & Partnership Workshop held at RM Selma, Banjar City.

Approximately 150 participants attended the event on Sunday, 20 September 2026. About 75 per cent of the attendees were residents of Banjar City, while others travelled from Jakarta, Bandung, Bekasi, and Central Java.

Owner of Menengs, Fatimah Azzahra, stated that the training was not solely aimed at increasing her product’s sales, but also at introducing how to utilise digital platforms as both a marketing tool and a source of income.

“From the 150 participants, about 75 per cent are residents of Banjar City. It is hoped that through this affiliate training, the community will better understand online marketing and ultimately be able to increase their income through sales commissions,” Fatimah said in a statement on Monday, 21 September 2026.

She noted that collaboration between business actors, affiliates, HIPMI (the Indonesian Young Entrepreneurs Association), and the local government could drive the marketing of Banjar’s local products to a wider market. The affiliate ecosystem, according to Fatimah, can be used to market more than just Menengs products; various MSMEs unique to Banjar have the potential to be introduced to consumers outside the region and even the national market.

“This movement is part of Menengs’ commitment to driving regional economic transformation towards a competitive digital era. Amidst economic challenges, online marketing can serve as an alternative for MSMEs to reach consumers outside of Banjar,” she added.

This potential is significant as Banjar City possesses approximately 27,000 MSMEs, according to local government data presented during the event.

The Head of the Economic, Natural Resources, and Development Division of the Banjar Regional Secretariat, Neneng Widya Hastuti, stated that this figure demonstrates the vast potential of local products that can be developed through digital channels.

“Banjar has many MSME potentials worthy of being marketed through affiliates. Menengs is organising training and bringing in experienced affiliates and mentors. This is a positive breakthrough,” said Neneng. She expressed hope that more people would understand digital marketing so that Banjar’s MSME products could gain wider market access.

“With more affiliates and more Banjar products being marketed through affiliates, we hope to create a multiplier effect. MSMEs will grow, community economic activity will increase, and ultimately, more economic opportunities will be created,” she said.

The mentor for the event, Katabroperty (also known as Hendra Permana Putra), shared his experience in building income through the digital ecosystem. Before pursuing affiliate marketing, Hendra worked in the retail sector, built his own business, and experienced bankruptcy. He later worked as an online motorcycle taxi driver before discovering the world of content creation and affiliate marketing. For the past 11 months, Hendra has focused on affiliate marketing and sharing his experience with those wishing to use digital platforms as an additional income opportunity.

“Everyone has an equal opportunity to succeed, both as an affiliate and a seller. The most important thing is the willingness to learn, understand strategies, and follow the rules of selling as an affiliate,” said Katabroto.

He noted that affiliate marketing can be a choice for the public to start digital marketing activities with relatively low capital requirements. However, the opportunity still requires consistency, content creation skills, and an understanding of platform mechanisms and rules.

“Even being unemployed does not mean you lack opportunity. By utilising a mobile phone and digital platforms, one can learn to create content, promote products, and earn commissions from sales. But all of this still requires process and hard work,” he said.

Through the collaboration of business actors, affiliates, communities, HIPMI, and the local government, Menengs and Katabroto are encouraging the formation of an affiliate ecosystem in Banjar. The ‘Affiliate City’ concept is directed not only as a marketing strategy but also as an educational tool so that the community can utilise digital technology to expand markets and create new sources of income. As more local products enter this ecosystem, it is hoped that Banjar’s MSME products will not be limited to the local market but will reach consumers across various regions of Indonesia.