<![CDATA[Afa Production is a custom jersey SME in Sleman facing challenges in optimizing social media promotion, slow customer service response, lack of competitor research, and weak customer retention due to a vacancy in marketing staff. This internship program aims to design and implement the foundations of digital marketing and Customer Relationship Management (CRM) to enhance the company's competitiveness. The program was executed using observation, interviews, and direct system design practices. The results yielded four main outcomes. First, a content calendar and visual assets were implemented, as dynamic visuals significantly increase consumer engagement on social media compared to static text promotions. Second, Standard Operating Procedures (SOPs) for online services via WhatsApp were developed to maintain e-service quality and mitigate the risk of service degradation due to limited staff. Third, digital competitor monitoring was applied as a crucial instrument to analyze market trends and secure a strategic advantage in the sports apparel sector. Fourth, e-CRM-based customer database management and follow-up techniques were formulated to efficiently drive repeat orders. In conclusion, these digital marketing and CRM initiatives successfully established a robust operational infrastructure to maintain Afa Production's sustainability and competitiveness in the digital market.]]>
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