Figure 1. Social media analytic tool for the Instagram account of Imah Babaturan.
In a post made on March 31, 2020, the Instagram account of Imah Babaturan posted a photo of
the distribution of cloth masks for drivers delivering food ordered online and received 203 likes
from their followers. This is the highest number of likes compared to other posts of the COVID-19
protocol-themed feed. The second most COVID-19 protocol-themed post was on April 21, 2020,
where the Instagram account is a chapter posting visual social distancing by photographing a chair
with the caption “Latian buat besok….” (practice for tomorrow). This caption tells us that they
accept consumers who come but still apply the COVID-19 protocol. One of the comments from
their followers is “Kangen makan disanah” (I miss eating there). Besides these comments, there
are still several other comments that indicate the desire of their followers to enjoy the food there.
3.1 Characteristics of Instagram posts on Imah Babaturan’s account with the theme of the
COVID-19 protocol from the aspects of likes and comments.
Warung Imah Babaturan made posts relating to the COVID19 protocol in the range from March to
April 2020, totaling nine posts for their feed with each post displaying different characteristics to
reach out or build bonds with their followers.
From Table 1, there are nine Instagram posts made by Imah Babaturan that convey information
about the COVID-19 protocol. From the feed, the strategies to get a bond with their followers
can be divided into several characteristics. The first characteristic is to connect their feed with
the COVID-19 protocol. This is so that their followers can get more information on whether Imah
Babaturan has applied the protocol, hence their followers do not have to worry if they want to order
food from the restaurant. Additionally, it will generate positive sentiments from their followers.
This can be seen from the average engagement that is sufficient both in March and April, which was
when Imah Babaturan posted on their feed. The second characteristic is to mention other Instagram
accounts that also collaborate and apply the COVID-19 protocol onto their feed. In this post, Imah
Babaturan contributes to social activities for online ordering drivers. This also generates positive
sentiments from their followers, and this can be seen from the number of likes and comments on
the post made on April 24, 2020. The third characteristic is the creation of special hashtags for the
COVID-19 protocol made by Imah Babaturan, namely #makandiimah #jangangakmakan. These
hashtags are written on the captions of the posts regarding the COVID-19 protocol.
3.2 Instagram account Imah Babaturan in building of online engagement during the COVID-19
pandemic
Imah Babaturan’s Instagram account strategy in building online engagement can be seen from the
number of likes and comments in Table 1, which is a sample representation of the posts related
127
In a post made on March 31, 2020, the Instagram account of Imah Babaturan posted a photo of
the distribution of cloth masks for drivers delivering food ordered online and received 203 likes
from their followers. This is the highest number of likes compared to other posts of the COVID-19
protocol-themed feed. The second most COVID-19 protocol-themed post was on April 21, 2020,
where the Instagram account is a chapter posting visual social distancing by photographing a chair
with the caption “Latian buat besok….” (practice for tomorrow). This caption tells us that they
accept consumers who come but still apply the COVID-19 protocol. One of the comments from
their followers is “Kangen makan disanah” (I miss eating there). Besides these comments, there
are still several other comments that indicate the desire of their followers to enjoy the food there.
3.1 Characteristics of Instagram posts on Imah Babaturan’s account with the theme of the
COVID-19 protocol from the aspects of likes and comments.
Warung Imah Babaturan made posts relating to the COVID19 protocol in the range from March to
April 2020, totaling nine posts for their feed with each post displaying different characteristics to
reach out or build bonds with their followers.
From Table 1, there are nine Instagram posts made by Imah Babaturan that convey information
about the COVID-19 protocol. From the feed, the strategies to get a bond with their followers
can be divided into several characteristics. The first characteristic is to connect their feed with
the COVID-19 protocol. This is so that their followers can get more information on whether Imah
Babaturan has applied the protocol, hence their followers do not have to worry if they want to order
food from the restaurant. Additionally, it will generate positive sentiments from their followers.
This can be seen from the average engagement that is sufficient both in March and April, which was
when Imah Babaturan posted on their feed. The second characteristic is to mention other Instagram
accounts that also collaborate and apply the COVID-19 protocol onto their feed. In this post, Imah
Babaturan contributes to social activities for online ordering drivers. This also generates positive
sentiments from their followers, and this can be seen from the number of likes and comments on
the post made on April 24, 2020. The third characteristic is the creation of special hashtags for the
COVID-19 protocol made by Imah Babaturan, namely #makandiimah #jangangakmakan. These
hashtags are written on the captions of the posts regarding the COVID-19 protocol.
3.2 Instagram account Imah Babaturan in building of online engagement during the COVID-19
pandemic
Imah Babaturan’s Instagram account strategy in building online engagement can be seen from the
number of likes and comments in Table 1, which is a sample representation of the posts related
127