Available online at www.rajournals.in International Journal of Management and Economics Invention ISSN: 2395-7220 DOI: 10.47191/ijmei/v8i7.04 Volume: 08 Issue: 07 July 2022 International Open Access Impact Factor: 7.193 (SJIF) Page no.-2515-2525 2515 Nurul Husna 1 , IJMEI Volume 08 Issue 07 July 2022 Mediation Effects of Customer Trust Moderation on the Influence of Social Media Marketing and Customer Relationship Management on Online Purchase Intention in the Lazada Indonesia Marketplace Nurul Husna 1 , Sorayanti Utami 2 , Syafruddin Chan 3 1 Master of Management Unsyiah 2.3 Economics and Business Dept. USK ARTICLE INFO ABSTRACT Published Online: 14 July 2022 Corresponding Author: Syafruddin Chan The objective of the study is to analyze the determinant factors of online purchase intention in the marketplace in Indonesia. The factors causing the low intention to purchase online purchases include social media marketing (SMM), customer relationship management (CRM), and customer trust. In this study, the target population is the public in general who follow Lazada Indonesia's official marketplace accounts (Instagram, Twitter, Facebook, and Tiktok) through the influence of SMM and CRM on online purchase intention with mediating and moderating effects of customer trust. In this study, researchers took a sample of 18 (number of indicators) x 10 = 180 respondents. Of the 5 direct hypotheses tested, all of them showed a significant effect, except for one hypothesis, namely the influence of CRM on Purchase Intention which has no significant effect. As for the indirect effect of the two tested hypotheses, both of them showed significant results. In other words, customer trust can act as a mediator between endogenous and exogenous variables. KEYWORDS: Intention To Purchase, Online Shopping, Social Media Marketing, Customer Relationship Management, And Customer Trust. INTRODUCTION Background The number of internet users in Indonesia continues to grow significantly. This shows that Indonesia is a very attractive market for e-commerce businesses. In the last 5 years, the number of internet users has grown to 68.67 billion. The high increase in internet users in Indonesia is evidence of the high level of digital transformation in Indonesia in the development of digitalization with the potential to encourage economic growth. In addition, Indonesians also spend a relatively long time using the internet. The average time spent by Indonesians in 2021 using the internet is 8.52 hours per day, 3.14 hours of which are used for social media and the rest for Video Streaming, Music Streaming, Gaming, and Listening to Podcasts. Thus it can be understood that the lifestyle of the Indonesian people has changed and most of their time is used surfing the internet. As said by Blasco-lopez et al. (2018)that the internet has become the background for changes in the patterns and lifestyles of each individual throughout the world. Therefore, this internet-based lifestyle can provide a very promising opportunity and enable marketers to carry out online-based marketing strategies. Since the Covid-19 pandemic, people also tend to limit their interactions with other people. The effects of this pandemic have made increase online purchases by a very significant amount compared to before the Covid-19 era. Most Indonesians have started looking for e-commerce platforms and started spending money online to meet their needs during the pandemic. Some of the marketplaces that are often used by the Indonesian people to make online purchases include Tokopedia, Shopee, Bukalapak, Lazada, and Blibli. From the available data, the Lazada marketplace has the highest number of online followers compared to other marketplace platforms in Indonesia. However, the percentage of Lazada's monthly web visitors has the lowest percentage compared to the other 4 largest marketplaces in Indonesia. Lazada only has a visitor ratio of 7.910%, compared to competitors such as Shopee which has a ratio of 128.448%, and Bukalapak with a ratio of 67.377%. Supposedly, social media platforms with a high number of followers can lead them to visit the Lazada web marketplace every month like other marketplaces. From this data, it can be concluded that other marketplaces show the success of the SMM strategy carried out by the company in bringing visitors to visit the