Dynamics of Industrial Revolution 4.0: Digital Technology Transformation and Cultural Evolution –
Wulandari et al (eds)
© 2021 The Author(s), ISBN 978-1-032-04451-4
Online engagement of Warung Kopi Imah Babaturan’s Instagram
account during the COVID-19 pandemic
R.Y. Arumsari
Telkom University, Bandung, Indonesia
D. Setiawan
UNIBI, Bandung, Indonesia
ABSTRACT: Bandung, located in West Java, is a city that has many places to eat as well as various
types of food. Warung Kopi Imah Babaturan is one of the places to eat that presents the concept
of homecooked dishes, and it is never short of customers. However, in early 2020, the COVID-19
pandemic occurred in many countries throughout the world including Indonesia. This caused social
activities to be very limited, ultimately resulting in everyone having to stay home. This limitation
of social activities has caused many restaurants to stop operating. In order for Imah Babaturan to
be able to continue to operate, they started to make use of the social media site Instagram to notify
and update new information so that their followers can stay attached to the restaurant. Through
descriptive qualitative research methods with interviews, observations, and literature studies, it was
concluded that Imah Babaturan managed to make a good online engagement during the pandemic.
This was proven by the number of likes and comments obtained from each post. Not only does this
form of advertising adhere to health protocols, but it also attracts the attention of their followers
by sharing activities for customers and online drivers to increase the number of engagements.
Keywords: online engagement, Instagram, Warung Kopi Imah Babaturan, COVID-19 pandemic
1 INTRODUCTION
Bandung is a city that is famous for its diverse and cheap culinary, therefore, not infrequently, many
people from outside the city come to Bandung just to enjoy the food. Warung Kopi Imah Babaturan
is one of the best places to visit and eat at as it presents the concept of homecooked dishes and
is never empty of customers. However, in early 2020, the COVID-19 pandemic occurred in many
countries throughout the world including Indonesia. This has caused social activities to be very
limited, which in the end, it is crucial for people to stay at home. They would also prefer to order
through deliveries for food to meet their needs.
The impact of the limitation of social activities is that many eating places have had to stop
operating because of the pandemic, but this is not the case for Warung Kopi Imah Babaturan. They
have continued to operate but only for food deliveries to be sent to customers’ homes or ordered
through the online motorcycle taxi application. Just like before the COVID-19 pandemic, Imah
Babaturan still posts photos of the dishes in their restaurant. But there are unique things that they
have done during the COVID-19 pandemic, namely posting items related to COVID-19 such as
masks, hand sanitizers, and disinfectants. From these posts, it appears that they have made a move
to share with their customers and also the online motorcycle taxi drivers by distributing some
masks, hand sanitizers, and disinfectant. Eventually, some people became interested in sharing
their products to Imah Babaturan.
Any products that they have received and can be shared will be announced via their posts.
Besides, Imah Babaturan has never posted basic food photos that would be given to the online
DOI 10.1201/9781003193241-23
125
Wulandari et al (eds)
© 2021 The Author(s), ISBN 978-1-032-04451-4
Online engagement of Warung Kopi Imah Babaturan’s Instagram
account during the COVID-19 pandemic
R.Y. Arumsari
Telkom University, Bandung, Indonesia
D. Setiawan
UNIBI, Bandung, Indonesia
ABSTRACT: Bandung, located in West Java, is a city that has many places to eat as well as various
types of food. Warung Kopi Imah Babaturan is one of the places to eat that presents the concept
of homecooked dishes, and it is never short of customers. However, in early 2020, the COVID-19
pandemic occurred in many countries throughout the world including Indonesia. This caused social
activities to be very limited, ultimately resulting in everyone having to stay home. This limitation
of social activities has caused many restaurants to stop operating. In order for Imah Babaturan to
be able to continue to operate, they started to make use of the social media site Instagram to notify
and update new information so that their followers can stay attached to the restaurant. Through
descriptive qualitative research methods with interviews, observations, and literature studies, it was
concluded that Imah Babaturan managed to make a good online engagement during the pandemic.
This was proven by the number of likes and comments obtained from each post. Not only does this
form of advertising adhere to health protocols, but it also attracts the attention of their followers
by sharing activities for customers and online drivers to increase the number of engagements.
Keywords: online engagement, Instagram, Warung Kopi Imah Babaturan, COVID-19 pandemic
1 INTRODUCTION
Bandung is a city that is famous for its diverse and cheap culinary, therefore, not infrequently, many
people from outside the city come to Bandung just to enjoy the food. Warung Kopi Imah Babaturan
is one of the best places to visit and eat at as it presents the concept of homecooked dishes and
is never empty of customers. However, in early 2020, the COVID-19 pandemic occurred in many
countries throughout the world including Indonesia. This has caused social activities to be very
limited, which in the end, it is crucial for people to stay at home. They would also prefer to order
through deliveries for food to meet their needs.
The impact of the limitation of social activities is that many eating places have had to stop
operating because of the pandemic, but this is not the case for Warung Kopi Imah Babaturan. They
have continued to operate but only for food deliveries to be sent to customers’ homes or ordered
through the online motorcycle taxi application. Just like before the COVID-19 pandemic, Imah
Babaturan still posts photos of the dishes in their restaurant. But there are unique things that they
have done during the COVID-19 pandemic, namely posting items related to COVID-19 such as
masks, hand sanitizers, and disinfectants. From these posts, it appears that they have made a move
to share with their customers and also the online motorcycle taxi drivers by distributing some
masks, hand sanitizers, and disinfectant. Eventually, some people became interested in sharing
their products to Imah Babaturan.
Any products that they have received and can be shared will be announced via their posts.
Besides, Imah Babaturan has never posted basic food photos that would be given to the online
DOI 10.1201/9781003193241-23
125