Edelman Trust Barometer 2009 Indonesia is an annual research undertaken to guage the current level of trust for business, government, media, ngo,etc.

1. A Roadmap for
Indonesian Business Today
February 10, 2009

2. Edelman Trust Barometer at a Glance
Tenth edition (first in Indonesia)
4,475 people in 20 countries
(including 1,375 people in 6 countries in Asia Pacific & 200 people in Indonesia)
Ages 25 to 64
University-educated
In top 25% of household income per age group in each country
Significant media consumption and follow business news and public policy
Survey dates: Nov 5 -Dec 14, 2008
Margin of error: +/- 5%

3. 2008: A year unlike any other
Indonesia Composite Index (IHSG): Jan 2008 – Dec 2008
Dow Jones Industrial Average: Jan 2008 – Dec 2008

4. Edelman 2009 Trust Barometer: Key Findings
Stakeholders demand
Indonesia’s informed stronger relationships
publics remain with companies
optimistic about based on transparent
business communication to
build trust
Business expected to
Call for increased
partner with
government
government and third
intervention in and
parties in solving
regulation of business
major global issues
4

5. 1
The State of Trust
Despite the recent global crisis, business retains trust in Indonesia
“Yang harus dijaga adalah confidence
dan trust. Kalau terjadi krisis
confidence dan trust, recovery-nya
akan panjang.“
“We have to protect confidence and trust. If
there is a crisis of confidence and trust, it will
take a long time to recover.”
– President Susilo Bambang
Yudhoyono

6. Emerging vs. Established Economies: A Trust Divide
Trust in business <50% among 25-to-64-year-olds
Trust in business >50% among 25-to-64-year-olds

7. Indonesia’s informed publics remain optimistic about
business
% of trust in corporations compared to last year
100%
Trust More Trust Less
90%
43% of 77%
80%
Indonesians
have the same 66%
70%
level of trust in 59%
60%
corporations
46%
50%
40%
32%
30%
23%
20% 14% 12%
10%
2% 2%
0%
Indonesia US Europe BRIC Asia Pacific
Q: Thinking about everything you have read, seen, or heard about business in the last year, in general, do you trust
corporations a lot less, a little less, the same, a little more, or a lot more than you did at the same time last year?
(Top 2 Box) 25-64 Informed publics
7

8. Media most trusted institution in Indonesia
% who trust each institution
100%
NGOs Business Media Government
90%
77%
80%
Business most trusted NGOs most trusted
70%
63%
62%
57% 56% 57% 55% 57%
60%
52%
51% 50%
46% 45% 45%
50%
43% 42%
39%
36%
40%
31% 30%
30%
20%
10%
0%
Indonesia Asia Pacific BRIC Europe US
Q: How much you TRUST each institution to do what is right? Please use a nine-point scale where one means that
you quot;DO NOT TRUST THEM AT ALLquot; and nine means that you quot;TRUST THEM A GREAT DEAL.” Top 4 Box (Informed
.
publics 25-64 )
8

9. Contrary to global results, trust in banks in Indonesia is high
Global (20 countries) Indonesia
76%
Technology
88%
58%
Automotive
84%
47%
Banks
82%
43%
Media companies
80%
65%
Biotech/life sciences
78%
53%
Pharmaceuticals
77%
55%
Energy
73%
54%
CPG manufacturers
64%
40%
Insurance
58%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Q: How much you TRUST businesses in each of the following industries to do what is right? Please use a nine-point
scale, where one means that you quot;DO NOT TRUST THEM AT ALLquot; and nine means that you quot;TRUST THEM A GREAT
DEAL.” (Top 4 Box) Informed publics 25-64
9

10. In emerging economies, industries that suffer in the West
remain trusted
Banks Automotive Energy Media companies
100%
90%
82% 84% 80%
80%
73% 72% 72%
69% 70% 67%
70% 64%
57%
60%
53%
52%
50% 44%
39%
36%
40% 34%
32%
27%
30%
20%
10%
2%
0%
Indonesia Asia Pacific BRIC US Europe
Q: How much you TRUST businesses in each of the following industries to do what is right? Please use a nine-point
scale, where one means that you quot;DO NOT TRUST THEM AT ALLquot; and nine means that you quot;TRUST THEM A GREAT
DEAL.” (Top 4 Box) Informed publics 25-64
10

11. 2
Government intervention required to maintain trust
“Untuk menjaga kepercayaan dan stabilitas
sistem keuangan, pemerintah sepakat
melakukan pengawasan ketat agar tidak
ada tindakan mencari keuntungan sendiri
dan menimbulkan kerusakan sistemik
terhadap pasar
keuangan dan industri pasar modal.”
“To retain trust and stability in the financial
system, the government agrees to apply stricter
monitoring to prevent deals that are made for
personal gain or which create systemic damage in
the financial markets and stock exchange.”
–Sri Mulyani Indrawati

12. 3 out of 4 informed publics agree government should impose
stricter regulations and greater control over business across all
industries
Agree, 76%
Disagree, 6%
Neither agree
nor disagree,
Don't know, 1%
16%
Q: How strongly you agree or disagree that your government should in the future impose stricter regulations and
greater control over business across all industry sectors? Informed publics 25-64 in Indonesia
12

13. Government expected to intervene directly in financial
industry
25-34 yo 35-64 yo
100%
90%
81%
80%
70%
56%
60%
50% 44%
40%
30%
17%
20%
10%
0%
Government should intervene in the activity of Government should permit the free market to
banks and the financial industry using whatever function independently, allowing banks and other
means it sees appropriate, including lending money financial institutions to fail or be acquired
or guaranteeing deposits
Q: Given the recent financial crisis, which one of the following choices comes closest to your view on how your
government should respond to prevent future financial crises? Informed publics in Indonesia
13

14. Stricter regulations necessary for financial market and
institutions
25-34 yo 35-64 yo
100%
90%
79%
80% 74%
70%
60%
50%
40%
26%
30%
19%
20%
10%
0%
Government should intervene to impose stricter Government should permit the free market to
regulations and limits on the financial industry and function independently with the minimum
banking necessary regulation and oversight
Q: And which one of the following choices comes closest to your view on how your government should govern the
way financial market and banks operate? Informed publics in Indonesia
14

15. 3
The Business Case for Trust
Reputation, Sales, and License to Operate Driven by Trust and Transparency
“Ada dua hal pokok yang penting dalam
menjalani bisnis sektor perbankan di
masa sulit, yakni good corporate
governance dan pengawasan.”
“Two of the most important things when
doing business in the banking sector during
difficult times are good corporate governance
and monitoring.”
– Agus Martowardojo

16. Quality of products/services – combined with social responsibility &
communications – paramount to overall corporate reputation
Offers high quality products or services 96%
Is an innovator of new products, services or ideas 96%
Is a company that treats its employees well 95%
Creates and keeps jobs in your area 95%
Communicates frequently and honestly on its business 95%
Has a strong financial future 95%
Has a strong commitment to protect the environment 93%
Commits time, money and resources to the greater public good 93%
Has senior leadership that can be trusted 91%
Stays within the spirit and the letter of the law in Indonesia 90%
Gives value for money 87%
Q: When you think of good and responsible companies, how important is each of the following factors to the
overall reputation of the company? Please use a nine-point scale where one means that factor is “not at all
important” and nine means it is “extremely important” to overall reputation. (Top 4 Box) 25-64 Informed publics in
Indonesia
16

17. Trust has a tangible impact on business
Personal actions taken with trusted and distrusted companies
– +
77% 89%
Refused to buy their products/services Chose to buy their products/services
72% 82%
Criticized them to a friend or colleague Recommended them to a friend or colleague
55%
Paid a premium for their products/services
34% 44%
Shared negative company opinions/experiences online Shared positive company opinions/experiences online
17% 16%
Sold shares Bought shares Culture of sharing of positive opinions/
experiences online is more tangible
(50%) in young informed (25-34 yr)
Q: Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you
trust? Please answer yes or no to each action.
Q: Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do
not trust? Please answer yes or no to each action. Informed publics 25-64 in Indonesia
17

18. Indonesian respondents support good and responsible
companies seeking changes in local laws
Indonesia Asia Pacific BRIC
100%
90%
80% 73%
70%
60%
59% 58%
60%
48% 48%
50% 43%
40% 33%
30%
18%
20%
10%
0%
Pursue changes in local laws Seek preferential treatment Have foreign investors take a
or changes in planning for tax, employment or controlling interest in local
permission environment companies
Q: Would you be not at all supportive, not very supportive, neutral, somewhat supportive or very supportive
towards a good and responsible company operating in your country taking this action? (Top 2 Box) Informed
publics 25-64 in Indonesia
18

19. 4
Who Can We Trust?
Trust in Information Sources and Spokespeople
“Kejujuran dan keterbukaan selalu menjadi
modal utama dalam bisnis apa pun dalam
keadaan apa pun. Jika institusi keuangan
enggan menyampaikan informasi yang akurat
dengan cepat dan jujur, hasilnya adalah krisis
informasi dan kepercayaan.”
“Honesty and transparency will always be the
main capital for any business in any situation.
If financial institutions are reluctant to
provide accurate information in a quick and
open manner, a crisis of information and trust
occurs.”
– Sandiaga Uno

20. New media rising in influence
Advertising least trusted
40%
Television news coverage
Mainstream media
35%
Articles in business magazines
29%
News coverage on radio
27%
Articles in newspapers
41%
Free content online sources
34%
Internet search engines, e.g. Google news
New media
21%
Business blogs
13%
Social networking sites, e.g. Facebook
11%
Personal or non business blogs or bulletin boards
36%
Live communication such as a speech or interview from a company's sr mgmt
33%
Corporate communications such as press releases, reports and emails
Corporate comm.
32%
A company’s own website
11%
Corporate or product advertising
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Q: Please tell me how credible you believe each source of information when you find information about a
company: is it extremely credible, very credible, somewhat credible, or not credible at all? Top 2 Box Informed
publics 25-64 in Indonesia
20

21. Academics, industry experts most credible sources of
information about a company
100%
Indonesia Asia Pacific BRIC
90%
80%
70%
59% 61%
60%
51%
50% 48%
45% 46% 47% 47%
50%
42% 42%
39% 38%
38%
40%
31% 32%
30% 24%
20% 14%
10%
0%
An academic or A financial or A person like me A CEO of a Non-profit A regular
expert on that industry analyst company organization or employee of a
company's NGO company
industry or issues representative
Q: In general, when forming an opinion of a company, if you heard information about a company from that
person, how credible would the information be--extremely credible, very credible, somewhat credible, or not
credible at all? (Top 2 Box) Informed Publics 25-64
21

22. Regardless of channel or voice,
majority needs to hear message 3-5 times to believe it
Don’t know/ Once
refused 4%
Ten or more times 3%
Twice
6%
10%
Six to Nine times
9%
3-5 times
68%
Four or Five
times
Three times
24%
44%
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 hear something about a specific company to believe that the information is likely to be true? Please give me a number. 25-64
Informed publics
22

23. Four Global Issues:
Who Is Responsible for Causing and Solving?
Energy
Financial
Costs
Credit Crisis
Access to
Global
Affordable
Warming
Healthcare

24. Government and business share the responsibility for
causing global issues
Government and regulators Businesses NGO
100%
89% 88% 87%
86%
90% 85% 85%
79%
80% 75%
70% 66%
64%
59% 59%
60%
50%
40%
30%
20%
10%
0%
Energy Costs Financial Credit Crisis Global Warming Affordable Healthcare
Q: How responsible you think each of the following entities are for contributing to global issues such as energy
costs, financial credit crisis, global warming, or access to affordable healthcare? (Top 4 Box) 25-64 Informed publics
.
in Indonesia
24

25. In Indonesia, government held most
responsible for solving global issues
Government and regulators Businesses All equally
100%
90%
77%
80%
70% 64% 64%
60% 53%
50%
40%
30% 24%
23%
18% 18%
20%
11% 10% 8%
6%
10%
0%
Energy Costs Financial Credit Crisis Global Warming Affordable Healthcare
Q: Which one entity do you think should be MOST responsible for solving global issues? (Top 4 Box) 25-64 Informed
publics in Indonesia
.
25

26. But business not absolved: it must partner
with others to solve global issues
Checks and Balances
Global (20 countries) Asia-Pacific Indonesia
100%
90%
82%
80%
66%
70% 65%
60%
50%
40% 33%
31%
30%
16%
20%
10% 3% 2% 2%
0%
Partner with governments and Do what it can alone Play no role
third parties
Q: Thinking about the role that business should play in helping to solve global issues such as energy costs, the
financial credit crisis, global warming, or access to affordable healthcare, which of these following three
.
statements is closest to your view? (Informed publics 25-64)
26

27. What We Have Learned
There is call for
Indonesia’s informed
increased
publics remain
government
optimistic about
intervention in and
business
regulation of business
______ ______
Stakeholders demand
Business expected to
stronger relationships
partner with
with companies
government and third
based on transparent
parties in solving
communication to
major global issues
build trust
______ ______
27

28. THANK YOU

29. A Ten Year Overview of Trust
The 2009 Edelman Trust Barometer is the firm’s 10th trust and credibility survey
The survey was produced by research firm StrategyOne. The survey consisted
of 30-minute telephone interviews conducted in November – December 2008
For the first time, the survey sampled two different age groups concurrently
(25-34 and 35-64)
For more information on the Edelman Trust Barometer and
to view past results, please visit www.edelman.com/trust