Peran social media marketing dan corporate social responsibility dalam meningkatkan word-of-mouth serta brand image dengan variabel mediasi brand trust pada PT Telkom Indonesia

Sanjaya, Elisha (2025) Peran social media marketing dan corporate social responsibility dalam meningkatkan word-of-mouth serta brand image dengan variabel mediasi brand trust pada PT Telkom Indonesia. Masters thesis, Universitas Tarumanagara.

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Abstract

The development of technology encourages companies to build stronger relationships with consumers through effective communication activities, including corporate social responsibility
(CSR) and social media marketing. This study aims to analyze the influence of CSR and social media marketing on brand trust as a mediating variable, as well as on brand image and WOM.
The research employed a quantitative approach using the PLS-SEM analysis. The findings indicate that CSR and social media marketing significantly affect brand trust, and brand trust
itself is proven to have a significant impact on brand image and WOM. However, neither CSR and social media marketing has a direct significant effect on brand image or WOM. The key finding of this research is the mediating role of brand trust, which significantly strengthens the relationship between CSR and social media marketing with brand image and WOM.
Theoretically, these results align with Relationship Marketing Theory, which positions trust as a fundamental element in establishing long-term relationships between companies and
consumers.

Keywords: Corporate Social Responsibility, Social Media Marketing, Brand Trust, Brand Image, Word-of-Mouth, Relationship Marketing Theory, Telkom Indonesia

Item Type:	Thesis (Masters)
Additional Information:	Dosen Pembimbing: Dr. Miharni Tjokrosaputro, S.E., M.M
Uncontrolled Keywords:	Keywords: Corporate Social Responsibility, Social Media Marketing, Brand Trust, Brand Image, Word-of-Mouth, Relationship Marketing Theory, Telkom Indonesia
Subjects:	Tesis Tesis > Pascasarjana
Divisions:	Pascasarjana
Depositing User:	Pasca Perpus
Date Deposited:	06 May 2026 09:23
Last Modified:	06 May 2026 09:23
URI:	https://repository.untar.ac.id/id/eprint/49042

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