Table 2. The results of interviews with consumers.
Informant
Profile
Interview Conclusion
Lukman Hafidz 27, Teacher,Jakarta
Impressed by the posting made by Imah Babaturan because of
their responsiveness of the rules and following trends. Posts
that are given a like are posts about additional food needs for
online drivers.
Santi Cahya
33, Employee, Bandung According to Santi, Imah Babaturan made an innovative post so
she is often giving likes and also comments on their posts. The
most memorable post is of Imah Babaturan giving unexpected
gifts to their customers who order online.
Fajar Adi
27, Freelancer, Bandung Imah Babaturan makes creative and unique posts. Posts that are
given a like are posts of when Imah Babaturan helps with the
needs of online motorcycle taxi drivers in the form of food or
food supplies.
their feed especially with regards to the COVID-19 protocol. Another positive sentiment comes
from the comments of their followers in the posts made by Imah Babaturan, which states positive
remarks from the comments they convey.
Positive sentiments can be seen from the keywords contained in the comments of followers. For
example, comments in some posts consists of the keywords “ngobrol” (chat), “kangen” (miss),
and “makan” (eat), which are words often written by their followers. From the interview data
and observations on the comments above, it can be concluded that the Instagram account has
built a strong online engagement with its followers through posts they have made containing the
COVID-19 protocol information.
4 CONCLUSION
Based on the results and discussion described above, it can be concluded that by the way Imah
Babaturan makes posts related to COVID-19 not only do they adhere to health protocols, but they
also attract the attention of their followers by sharing activities for customers and online drivers.
These related posts can receive a large number of likes and comments, which in turn can increase
the level of engagement with their customers.
The authors realize that this research is far from perfect because there are still many things that
can be studied deeper for this online engagement, such as the number of shares, reaches, profile
visits, and website clicks. Therefore, these criteria should be researched further in other sources.
REFERENCES
E. Bonson and M. Ratkai. 2013. A Set of Metrics to Assess Stakeholder Engagement and Social Legitimacy
on A Corporate Facebook Page, Online Information Review, pp. 787–803.
B. Carter, April 22, 2015. What is The Definition of Customer Engagament? [Online]. Available:
http://blog.accessdevelopment.com/what-isthe-definition-of-customer-engagement.
Kaushik, Avinash. 2011. Best Social Media Metrics: Conversation, Amplification, Applause,
Economic Value. https://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplificationapplause-economic-value/
D. S. Moore and J. C. McElroy. 2012. The Influence of Personality on Facebook Usage, Wallpostings, and
Regret, Computer in Human Behavior, pp. 267–274.
De Valck, Kristine. 2020. What Is The Role of Social Media During the COVID-19 Crisis? https://www.hec.
edu/en/knowledge/instants/what-role-social-media-during-covid-19-crisis-0
129
Informant
Profile
Interview Conclusion
Lukman Hafidz 27, Teacher,Jakarta
Impressed by the posting made by Imah Babaturan because of
their responsiveness of the rules and following trends. Posts
that are given a like are posts about additional food needs for
online drivers.
Santi Cahya
33, Employee, Bandung According to Santi, Imah Babaturan made an innovative post so
she is often giving likes and also comments on their posts. The
most memorable post is of Imah Babaturan giving unexpected
gifts to their customers who order online.
Fajar Adi
27, Freelancer, Bandung Imah Babaturan makes creative and unique posts. Posts that are
given a like are posts of when Imah Babaturan helps with the
needs of online motorcycle taxi drivers in the form of food or
food supplies.
their feed especially with regards to the COVID-19 protocol. Another positive sentiment comes
from the comments of their followers in the posts made by Imah Babaturan, which states positive
remarks from the comments they convey.
Positive sentiments can be seen from the keywords contained in the comments of followers. For
example, comments in some posts consists of the keywords “ngobrol” (chat), “kangen” (miss),
and “makan” (eat), which are words often written by their followers. From the interview data
and observations on the comments above, it can be concluded that the Instagram account has
built a strong online engagement with its followers through posts they have made containing the
COVID-19 protocol information.
4 CONCLUSION
Based on the results and discussion described above, it can be concluded that by the way Imah
Babaturan makes posts related to COVID-19 not only do they adhere to health protocols, but they
also attract the attention of their followers by sharing activities for customers and online drivers.
These related posts can receive a large number of likes and comments, which in turn can increase
the level of engagement with their customers.
The authors realize that this research is far from perfect because there are still many things that
can be studied deeper for this online engagement, such as the number of shares, reaches, profile
visits, and website clicks. Therefore, these criteria should be researched further in other sources.
REFERENCES
E. Bonson and M. Ratkai. 2013. A Set of Metrics to Assess Stakeholder Engagement and Social Legitimacy
on A Corporate Facebook Page, Online Information Review, pp. 787–803.
B. Carter, April 22, 2015. What is The Definition of Customer Engagament? [Online]. Available:
http://blog.accessdevelopment.com/what-isthe-definition-of-customer-engagement.
Kaushik, Avinash. 2011. Best Social Media Metrics: Conversation, Amplification, Applause,
Economic Value. https://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplificationapplause-economic-value/
D. S. Moore and J. C. McElroy. 2012. The Influence of Personality on Facebook Usage, Wallpostings, and
Regret, Computer in Human Behavior, pp. 267–274.
De Valck, Kristine. 2020. What Is The Role of Social Media During the COVID-19 Crisis? https://www.hec.
edu/en/knowledge/instants/what-role-social-media-during-covid-19-crisis-0
129