The Impact of Information Quality, Picture Post Quality, and Video Post Quality on Brand Advocacy: A Study of Gili Labak Tour Services Instagram Accounts

This research analyzes Brand Advocacy on the Instagram accounts of Gili Labak Tour Services, with Information quality, Picture post quality, and Video post Quality as independent variables. Customer engagement is used as an intervening variable. A sample of 200 respondents was taken from 5 Instagram accounts of Gili Labak tour services. Data was collected through questionnaires. Analysis was conducted using Partial Least Square through Smart PLS 3. The results show that Information quality has a negative influence on brand advocacy, while picture post quality has a positive and significant effect on brand advocacy. Video post quality also has a positive and significant effect. Customer engagement mediates the relationship between Information quality, picture post quality, and video post quality, on brand advocacy. Video post quality has a greater strength in enhancing customer engagement and brand advocacy compared to picture post quality, the managers of the Gili Labak tourism account need to increase the number of video content compared to image content, as video posts are currently preferred by followers.