While most psychology students are busy seeking internship opportunities in the industrial, clinical, social, or educational fields, psychology students from Universitas Negeri Semarang (UNNES) have chosen a rather unconventional path. Azzaitun Nur Rachma, Akhfiya Nasywa Faridah, and Rafi Hilmy Aminuddin took the opportunity to apply psychological knowledge in the field of digital marketing.
During their three-month internship, from April to June 2025, the three UNNES psychology students joined PT Lokatara Industri Persada, a company engaged in environmentally friendly industries. They gained hands-on experience in brand marketing strategy development for consumers, carried out with psychological approaches such as behavioral insights, emotional storytelling, as well as communication psychology and audience empathy.
The internship offered an engaging experience with flexible yet well-structured work. The students were frequently involved in brainstorming sessions that emphasized cognitive psychology practices, communication and team trust, as well as effective collaboration. As a result, they were able to develop research and audience behavior observation skills, gain knowledge in content planning and brand narration, and improve empathy with a human-centered approach.
One of the students shared a memorable impression: “Collaboration can be built by fostering trust from the very beginning. This internship became a remarkable experience because it was a meeting point between psychological theory and real-world practice. At PT Lokatara, psychology is more than just theory.”
This new opportunity opens the door for other students to directly explore the world of digital marketing, apply psychology within it, and gain valuable insights into research and development. With opportunities like this, it is expected that psychology will continue to evolve and make meaningful contributions to the creative industry.
