1. 2012
EDELMAN TRUST BAROMETER
INDONESIA RESULTS
FEBRUARY 6, 2012
1 © Edelman, 2012. All rights reserved.

2. 2012 Edelman Trust Barometer – Indonesia Findings
METHODOLOGY OVERVIEW
GENERAL INFORMED INFORMED
PUBLIC PUBLIC PUBLIC
25-64 35-64
Twelfth annual study, fourth in Indonesia
Online survey in 25 countries
Indicates Global Data
30,000+ respondents
APAC Indicates Asia Pacific
1,000 general population respondents per country Region Data
Ages 18+ Indicates Indonesia
Data
Oversample of informed publics*
500 respondents in U.S. and China and 200 in all other countries
Ages 25-64
 (Trending data among Ages 35-64)
College-educated
In top 25% of household income per age group in
each country
Report significant media consumption and
engagement in business news and public policy
Asia Pacific (APAC) select countries:
India, China, Japan, South Korea, Indonesia, Singapore,
Australia, Hong Kong and Malaysia
Indonesia sample:
1,000 general population respondents
& an oversample of 200 Informed Publics
2 © Edelman, 2012. All rights reserved.

3. Edelman Trust Barometer in retrospect
Indonesia findings
2011 Rise of authority figures 2011: Business must align profit with purpose
2010 Trust is now an essential line of business 2010: Transparency key driver of trust
Business must partner with government to 2009: Business must partner with government
2009
regain trust to regain trust
2008 Young influencers have more trust in business
2007 Business more trusted than government and media
2006 “A person like me” emerges as credible spokesperson
2005 Trust shifts from “authorities” to peers
2004 U.S. companies in Europe suffer trust discount
2003 Earned media more credible than advertising
2002 Fall of the celebrity CEO
2001 Rising Influence of NGOs
3 © Edelman, 2012. All rights reserved.

4. THE STATE
OF
TRUST
4 © Edelman, 2012. All rights reserved.

5. Despite some drop in trust, Indonesia remains in the “Trusters” category
2011 2012
GLOBAL 55 GLOBAL 51
Brazil 80 China 76
UAE 78 UAE 68
Indonesia 74 > Singapore 67
China 73 India 65 TRUSTERS
Netherlands 73 Indonesia 63
Mexico 69 Mexico 63
Singapore 67 Netherlands 61
Hong Kong 61
Argentina 62
Canada 58
India 56
Malaysia 57
Italy 56
Italy 56 NEUTRAL
Canada 55 Argentina 54
South Korea 53 Australia 53
Sweden 52 Brazil 51
Japan 51 Sweden 49
Australia 51 U.S. 49
Spain 51 South Korea 44
France 50 Poland 44
Poland 49 U.K. 41 DISTRUSTERS
Germany 44 Ireland 41
France 40
U.S. 42
Germany 39
U.K. 40
Spain 37
Russia 40
Japan 34
Ireland 39
Russia 32
Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 23 country global total in 2011 and (across 25 countries in 2012)
5 © Edelman, 2012. All rights reserved.

6. Indonesian trust in business and media high and steady
TRUST IN INSTITUTIONS – INDONESIA
Indonesia
APAC
Global
80% 78%
65%
62% 60% 60%
53% 54% 54% 53%
46%
40%
Media Business Government NGOs
Q: Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at
all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in Indonesia
6 © Edelman, 2012. All rights reserved.

7. Media only institution to see trust rise globally; Indonesia trust levels
remain stable
TRUST IN MEDIA
2011
Informed Public
2012
Informed Public
Trust Trust Steady Trust
86%
80% 79% 80%
72% 73%
70% 69%
67%
65% 65% 65%
61% 60% 61% 61%
59%
57%
54% 53% 53%
52%
50% 49% 50% 48% 49% 48%
46% 46% 45% 47%
45% 45% 43% 45% 42% 45%
41%
37% 37% 38% 38% 37%
37% 36%
35%
32% 33%
27%
22%
N/A N/A
Q: Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at
all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 23 countries in 2011 and 25 countries in 2012
7 © Edelman, 2012. All rights reserved.

8. Indonesian trust in business ranks highest out of 25 countries
TRUST IN BUSINESS
2011
Informed Public
2012
Informed Public
Trust Trust Steady Trust
80% 81% 81%
78% 77% 78%
74%
71% 70% 69%
67% 67%
66% 65% 65%
64% 63% 63%
61% 62%
56% 56% 57% 57%
54% 54% 53% 53%
53% 52% 52%
50% 50%
50% 46%
48%
46% 46% 46% 44% 47% 47%
44% 43%
41% 41%
38%
34% 32%
31%
28%
N/A N/A
Q: Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust
them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 23 country global total in 2011 and across 25 countries in 2012
8 © Edelman, 2012. All rights reserved.

9. In Indonesia, trust in nearly all industries remains high compared to APAC
and global
TRUST IN INDUSTRIES – INDONESIA, APAC AND GLOBAL
Indonesia 2012
APAC
87%
Global Technology 85%
80%
86%
Banks 68%
50%
85%
Automotive 77%
67%
81%
Food and beverage 66%
66%
79%
Media 63%
52%
76%
Financial services 62%
48%
76%
Pharmaceuticals 66%
58%
75%
Telecommunications 68%
62%
73%
Consumer packaged goods 66%
63%
71%
Energy 65%
56%
Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one
means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 25-64 in Indonesia
9 © Edelman, 2012. All rights reserved.

10. Over time, trust in banks steady and high in Indonesia
TRUST IN BANKS
China
South
Korea
Indonesia
Malaysia
Singapore
100%
88% 89% 88%
90% 84%
85% 88% 82%
80% 84% 76% 77%
70% 67%
69%
60% 66%
50% 55%
51%
40%
38%
30%
20%
10%
0%
2009 2010 2011 2012
Q16-26. [Banks TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale
where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 35-64 in China, South
Korea, Indonesia, Malaysia & Singapore
10 © Edelman, 2012. All rights reserved.

11. In Indonesia, skepticism requires repetition
MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE
NUMBER OF TIMES NEEDED TO HEAR INFORMATION – INDONESIA
Ten or more times Once (1), 1%
(10+), 17%
Twice (2), 12%
Six to Nine times (6-
9), 8%
Three times (3), 35%
Three to Five times
Four or Five times (4 -
5), 26%
61%
Q: Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be exposed to something
about a specific company to believe that the information is likely to be true? Please enter the number of times below. Informed publics ages 25-64 in Indonesia
11 © Edelman, 2012. All rights reserved.

12. For corporate information, trust in traditional and social media rises
TRUST IN INFORMATION SOURCES – INDONESIA
2011
Informed Public
2012
Informed Public
+ 15
44%
31%
29%
23%
+ 10 23% 23%
18%
8%
TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE
SOURCES
Q: Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as
a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Indonesia
12 © Edelman, 2012. All rights reserved.

13. NGOs globally most trusted institution, despite some drops (including
Indonesia)
TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
2011
Informed Public
2012
Informed Public
Trust Trust Steady Trust
85%
79% 80%
78%
75% 74%
72% 72% 72%
70% 70% 70%
67% 67% 65% 68%
65% 64% 64% 66% 66% 66%
63% 62%
61% 61% 60% 60%
58% 58% 58% 59%
55% 56% 55%
54% 53% 53% 55% 53% 53%
51% 51% 51%
50% 48% 49%
42%
41%
30%
28%
N/A N/A
Q: Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at
all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 23 country global total in 2011 and 25 countries in 2012
13 © Edelman, 2012. All rights reserved.

14. BUSINESS
GOVERNME
DYNAMIC
NT
14 © Edelman, 2012. All rights reserved.

15. Academics, peers and regular employees gain credibility
CREDIBLE SPOKESPEOPLE – INDONESIA
2011 2012
Technical expert in the company 64% Academic or expert 73% + 15
Academic or expert 58% Technical expert in the company 71%
Financial or industry analyst 52% A person like yourself 70% + 29
CEO 50% Financial or industry analyst 57%
A person like yourself 41% CEO 47%
NGO representative 26% NGO representative 33%
Regular employee 12% Regular employee 30% + 18
Q: Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information
be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in Indonesia
15 © Edelman, 2012. All rights reserved.

16. Business not meeting public’s expectations in Indonesia
INDONESIA
Business
Importance
Company
Performance
Gap
75% - 25
LISTENS TO CUSTOMER NEEDS AND FEEDBACK
50%
74% - 25
HAS ETHICAL BUSINESS PRACTICES
49%
72%
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS - 35
37%
72%
TREATS EMPLOYEES WELL - 34
38%
72% - 10
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
62%
70%
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT - 33
37%
70% - 34
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
36%
69%
PLACES CUSTOMERS AHEAD OF PROFITS - 34
35%
Q: How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your trust”
and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in Indonesia (excludes ‘Don’t Know’
responses);Q103-118. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they are
performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in Indonesia
16 © Edelman, 2012. All rights reserved.

17. Business not meeting public’s expectations in Indonesia
INDONESIA
Business
Importance
Company
Performance
Gap
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL 68% - 30
COMMUNITY IN WHICH THE COMPANY OPERATES 38%
- 29
67%
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS
38%
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE 66% - 32
OF ITS BUSINESS 34%
-6
58%
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS
52%
- 14
46%
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
32%
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO 43% - 19
ADDRESS SOCIETAL ISSUES 24%
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST 41%
+8
COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES' 49%
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP 34%
LEADERSHIP -8
26%
Q: How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your trust”
and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in Indonesia (excludes ‘Don’t Know’
responses);Q103-118. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they are
performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in Indonesia
17 © Edelman, 2012. All rights reserved.

18. In Indonesia, calls for infrastructure, greater protection and
responsible behavior
THINKS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS IS:
Global
Indonesia
19%
44% BUILD INFRASTRUCTURE that promotes and facilitates business opportunities
31%
30% PROTECT CONSUMERS from irresponsible business practices
19% REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly 25%
6% Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries 16%
2% GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis 4%
1% Government SHOULD NOT PLAY A ROLE in business
4%
Q: Which of the following is the most important role that government should play in business? Informed Publics ages 25-64 in Indonesia
18 © Edelman, 2012. All rights reserved.

19. THE PATH
FORWARD
19 © Edelman, 2012. All rights reserved.

20. Business: from license to operate to license to lead
INDONESIA
CURRENT TRUST BUILDING FUTURE TRUST
Attributes that Correlate with Current Trust Most Important Attributes that Build Trust
1) Listens to customer needs and feedback
1) Has ethical business practices 2) Has ethical business practices
SOCIETAL ATTRIBUTES
2) Innovator of new products MORE IMPORTANT TO 3) High quality products or services
BUILDING FUTURE 3) Treats employees well
2) Ranks on a global list TRUST
3) Takes actions to address issue or crisis
4) Delivers consistent financial returns
6) Has transparent and open business
CURRENT TRUST 6) Works to protect/improve environment
DRIVEN BY OPERATIONAL
8) Places customers ahead of profits
ATTRIBUTES
9) Positively impacts the local community
10) Addresses society's needs
Societal
11) Communicates frequently and honestly
Operational
12) Innovator of new products
13) Delivers consistent financial returns
14) Partners with third parties
15) Ranks on a global list
16) Highly regarded, top leadership
Q11-14. [TRACKING] [Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine
means that you “trust them a great deal”. (Top 4 Box, Trust) General Population in Indonesia; Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one
means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important)
General Population in Indonesia (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population
20 © Edelman, 2012. All rights reserved.

21. 21 © Edelman, 2012. All rights reserved.