motorcycle taxi drivers who have ordered at their restaurant. In addition, they also made a post
describing the COVID-19 health protocol of social distancing by displaying the distances between
chairs, or even just one chair, in the restaurant, photos of people wearing masks, and employees
who are spraying disinfectant on tables in their stalls.
From these points, the authors want to find out how big the engagement of Imah Babaturan’s
Instagram account is during the pandemic. Due to the pandemic, the use of social media as a method
for media and communication between businesses and their customers grew greatly (De Valck
2020). Brands could deliver messages and engage in conversations that are considered valuable
because they provide helpful information and relevant advice and could even simply make you
laugh to come out of the crisis stronger.
Online engagement can be defined as the psychological condition of a user, which is categorized
by the user’s interaction, and co-creative experience with an agent and objects (Bonson & Ratkai
2013). Positive variables that often occur can result in consumer loyalty (Carter 2015). In every
Instagram feed post, Imah Babaturan, with the theme of COVID-19, aims to increase engagement
with its followers who are facing a pandemic. This can be seen by analyzing the likes and comments
on these posts. A post with a lot of likes can indicate that the content is said to be attractive. This
increases the likelihood of being liked by someone and leads to the dissemination of information
from a brand to potential customers (Moore & McElroy 2012). In this study, the authors want to
know the online engagement in the form of positive sentiments from viewers who like and provide
comments on the Instagram posts on the theme of COVID-19. This is because the previous research
conducted by Santoso et al. did not discuss the positive sentiments on Instagram posts, but instead
only discussed the number of likes, comments, and the best schedule for posting. Besides, the
object of their research is a women’s clothing brand.
2 METHODOLOGY
This study uses the descriptive qualitative method by collecting data through observations, interviews, and literature studies. Observations were made from Imah Babaturan’s Instagram account,
interviews were conducted with informants who are Imah Babaturan’s consumers, and literature
studies were done by searching for theories about online engagement.
The authors also analyze the online engagement on the Instagram account of Imah Babaturan,
which includes Conversation and Applause (Avinash 2011). On Instagram, what is rated in the
conversation category is the comments and, in the applause category, the likes. So, the authors
would analyze from the number of likes and comments on each post on their Instagram account
from March to July. Not only is it analyzed manually, but the authors also used a kind of social
media analytic tool called Keyhole.
3 DISCUSSION
This study discusses the online engagements from Imah Babaturan’s Instagram account. The following is the appearance of their Instagram account. As of August 2020, it can be seen that the
number of followers of Imah Babaturan is approximately 17,000 with a total of 1,923 posts. Based
on the researchers’ analysis data using Keyhole, in the period of March to July 2020, Imah Babaturan’s Instagram account has increased in number posts, which resulted in an increase in engagement
rate. In April, there were 68 Instagram posts with an average engagement of 193.
In March and April 2020, their Instagram account regulates posting photos for their feed, specifically made to campaign for the COVID-19 protocol at a place to eat. This includes spraying
disinfectants on each table as well as the completeness of the provisions of the regulation, the
distribution of disinfectants free of charge to customers who order food via online food ordering,
giving out masks, vitamin C, and other protocols in accordance with the protocol recommended
by the government.
126
describing the COVID-19 health protocol of social distancing by displaying the distances between
chairs, or even just one chair, in the restaurant, photos of people wearing masks, and employees
who are spraying disinfectant on tables in their stalls.
From these points, the authors want to find out how big the engagement of Imah Babaturan’s
Instagram account is during the pandemic. Due to the pandemic, the use of social media as a method
for media and communication between businesses and their customers grew greatly (De Valck
2020). Brands could deliver messages and engage in conversations that are considered valuable
because they provide helpful information and relevant advice and could even simply make you
laugh to come out of the crisis stronger.
Online engagement can be defined as the psychological condition of a user, which is categorized
by the user’s interaction, and co-creative experience with an agent and objects (Bonson & Ratkai
2013). Positive variables that often occur can result in consumer loyalty (Carter 2015). In every
Instagram feed post, Imah Babaturan, with the theme of COVID-19, aims to increase engagement
with its followers who are facing a pandemic. This can be seen by analyzing the likes and comments
on these posts. A post with a lot of likes can indicate that the content is said to be attractive. This
increases the likelihood of being liked by someone and leads to the dissemination of information
from a brand to potential customers (Moore & McElroy 2012). In this study, the authors want to
know the online engagement in the form of positive sentiments from viewers who like and provide
comments on the Instagram posts on the theme of COVID-19. This is because the previous research
conducted by Santoso et al. did not discuss the positive sentiments on Instagram posts, but instead
only discussed the number of likes, comments, and the best schedule for posting. Besides, the
object of their research is a women’s clothing brand.
2 METHODOLOGY
This study uses the descriptive qualitative method by collecting data through observations, interviews, and literature studies. Observations were made from Imah Babaturan’s Instagram account,
interviews were conducted with informants who are Imah Babaturan’s consumers, and literature
studies were done by searching for theories about online engagement.
The authors also analyze the online engagement on the Instagram account of Imah Babaturan,
which includes Conversation and Applause (Avinash 2011). On Instagram, what is rated in the
conversation category is the comments and, in the applause category, the likes. So, the authors
would analyze from the number of likes and comments on each post on their Instagram account
from March to July. Not only is it analyzed manually, but the authors also used a kind of social
media analytic tool called Keyhole.
3 DISCUSSION
This study discusses the online engagements from Imah Babaturan’s Instagram account. The following is the appearance of their Instagram account. As of August 2020, it can be seen that the
number of followers of Imah Babaturan is approximately 17,000 with a total of 1,923 posts. Based
on the researchers’ analysis data using Keyhole, in the period of March to July 2020, Imah Babaturan’s Instagram account has increased in number posts, which resulted in an increase in engagement
rate. In April, there were 68 Instagram posts with an average engagement of 193.
In March and April 2020, their Instagram account regulates posting photos for their feed, specifically made to campaign for the COVID-19 protocol at a place to eat. This includes spraying
disinfectants on each table as well as the completeness of the provisions of the regulation, the
distribution of disinfectants free of charge to customers who order food via online food ordering,
giving out masks, vitamin C, and other protocols in accordance with the protocol recommended
by the government.
126