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

Abstract

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.