DIGITALIZATION OF INFORMATION SYSTEMS IN CONTENT-BASED MARKETING AT ETNIK COFFEE PURWOKERTO

Abstract

The internship experience at Etnik Coffee provided insight into the practical application of the marketing discipline, with a focus on content marketing. This internship program covers various aspects of marketing, including marketing strategy and content marketing. The company's strategy mainly utilizes Instagram. The content features visually appealing images and videos that show the atmosphere of the place and the menus and discounts. However, the evaluation identified some shortcomings, such as overpricing, less interesting, not maximizing existing platforms, and less involved in other social media. This internship enhanced the author's understanding of real-world work dynamics, communication, and adaptability.