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"Platform media sosial saat ini memungkinkan perusahaan untuk menjangkau konsumen secara cepat dan tidak terbatas waktu. Situasi ini kemudian memunculkan peluang untuk melakukan interaksi langsung dan membangun consumer-brand relationship melalui media sosial. Penelitian ini berfokus pada penggunaan twitter account resmi milik brand yang dapat terpersonifikasikan karakter-karakternya sebagai salah satu medium untuk membangun relationship dalam jangka panjang. Industri airline dan telekomunikasi di Indonesia dipilih sebagai objek karena dinilai sebagai dua industri jasa di Indonesia yang secara nature banyak melakukan interaksi dengan publik melalui platform media sosial. Pengumpulan data melalui API twitter dilakukan selama dua bulan berturut-turut pada Desember 2015-Januari 2016 pada objek penelitian twitter account @Citilink dan @IndonesiaGaruda untuk industri airline dan @Telkomsel dan XL123 untuk industri telekomunikasi. Metode analisa konten dilakukan dengan basis lima strategi pesan (positivity, openness, sharing tasks, social networking, dan assurance) dan tiga tipe pesan (informational, socio-emotional dan instrumental). Penelitian ini memperoleh hasil strategi positivity yang dominan menjadi brand character di semua brand. Namun pada tipe pesan ditemukan hasil yang berbeda antara brand airline kelas full service yang condong dominan pada socio-emotional dan sebaliknya pada brand airline kelas low cost carrier yang condong dominan pada informational tweet. Full service airline juga cenderung banyak melakukan strategi openness. Sebaliknya low cost carrier airline dan industri telekomunikasi sangat rendah mengadopsi strategi openness. Strategi sharing tasks dan social networking tidak diminati di semua brand. Khusus untuk positivity, berkorelasi positif dengan informational tweet. Sebaliknya positivity juga berkorelasi negatif dengan instrumental tweet.

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Social media platform enables companies to reach consumers quickly and anytime nowadays. This situation then triggers opportunity to carry direct interaction and to build consumer-brand relationship through social media. This study was focused on official brand twitter account usage in which could be personified their characters as one of mediums to build long term relationship. Indonesian airline and telecommunication industries were chosen as objects because they were presumed two Indonesian service industries which naturally carried many public interaction through social media platform. Data gathering through twitter API in two consecutive months was conducted on December 2015-January 2016 in each respective twitter account. They were @Citilink and @IndonesiaGaruda for airline industry and @Telkomsel and @XL123 for telecommunication industry. A content analysis was conducted with five relational maintenance strategy type (positivity, openness, sharing tasks, social networking, dan assurance) and three message types (informational, socio-emotional and instrumental).

This study obtained positivity strategy was dominant to be brand character in all brands. However there was different result in message types between full service airline brand and low cost carrier airline brand. Full service airline brand tended to be more socio-emotional. On the other hand low cost carrier airline brand tended to be more informational. Full service airline brand also tended to conduct openness strategy. On the other hand low cost carrier airline brand and two telecommunication brands conducted low portion of openness strategy. Sharing tasks and social networking were mostly not used in all brands. In particular positivity strategy positively correlated with informational tweet. On the other hand positivity strategy also negatively correlated with instrumental tweet"

"ABSTRAKMeningkatnya jumlah pengguna social media telah melahirkan media baru bagi komunikasi humas. Kesempatan ini kemudian dimanfaatkan oleh XL Axiata untuk membuat facebook fans page XL Rame dan akun twitter XL123 yang dijadikan sebagai media komunikasi dengan memberikan informasi seputar produk dan layanan XL. Penelitian ini bertujuan untuk mengetahu perananan social media dalam membangun brand image dan peranannya dalam mempertahankan corporate image XL Axiata, dengan studi kasus pada fans page facebook XL Rame dan twitter XL Axiata. Konsep yang digunakan dalam penelitian ini adalah Social Network Media, MPR, Cyber PR, Brand Image, dan Corporate Image. Penelitian ini menggunakan paradigma post positivist, pendekatan kualitatif dan bersifat deskriptif. penelitian dilakukan kepada penanggung jawab social media XL, admin XL Rame, dan admin XL123. Pada penelitian ini ditemukan bahwa social media tidak terlalu berperan dalam membangun brand image dan juga tidak terlalu berperan dalam mempertahankan corporate image XL Axiata.

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ABSTRACTThe increasing of social media user has raised a new media for public relations. This opportunity is used by XL Axiata to create a facebook fans page XL Rame and twitter account XL123 which used as communication medium to give information about products and services of XL. This study aims to understand the roles of social media to build brand image and its role to maintain the corporate image of XL Axiata, with case studies on the facebook fan page XL Rame and twitter XL123. The Concepts which used in this study are the Social Media Network, MPR, Cyber PR, Brand Image and Corporate Image. This research uses a post positivist paradigm, qualitative and descriptive approach. The research objects are social media management XL team member, admin of XL Rame and admin of XL123. In this study it was found that social media is not very instrumental in building the brand image and also not play a role in maintaining the corporate image XL Axiata."

"[ABSTRAKBanyaknya jejaring sosial yang bermunculan. Salah satu jejaring sosial yang marak digunakan adalah twitter. Kegiatan promosi produk melalui twitter sudah mulai digunakan PT XL Axiata Tbk (XL) sejak tahun 2009 melalui akun @XL123. Penggunaan twitter oleh perusahaan telekomunikasi di Indonesia masih dalam tahap penjualan dan promosi.Namun demikian, analisis yang dilakukan hanya terbatas pada perhitungan jumlah retweet, komentar, dan follower. Analisis belum melihat sejauh mana makna komentar dari pelanggan maupun masyarakat. Hal ini akan mempengaruhi keputusan membeli masyarakat jika komentar yang diberikan negatif, dan sebaliknya komentar positif akan meningkatkan citra perusahaan di mata stakeholder. Hal ini dapat dilihat dari fakta bahwa rating yang diperoleh XL Axiata tidak sesuai dengan ekspektasi brand tersebut, yaitu rating 3 dari 10. Sedangkan ekspektasi yang diharapkan berdasarkan analisa perbandingan jumlah follower dan following, semestinya XL Axiata memiliki reputasi yang bagus yaitu 7-8.Penelitian ini melakukan perhitungan reputasi dari produk XL Axiata, dan membandingkannya dengan produk Telkomsel dan Indosat. Selanjutnya dilakukan beberapa teknik ekstrak data, analisis sentimen, serta membandingkan tiga algoritma klasifikasi: Naïve Bayes, Support Vector Machine, dan Decision Tree. Tahap evaluasi performansi menggunakan precision, recall, f-measure, dan kurva ROC (AUC). Hasil menunjukkan bahwa model yang dibentuk oleh SVM memberikan performansi yang lebih baik untuk selanjutnya digunakan untuk melakukan perhitungan Net Brand Reputation. Perhitungan NBR dilakukan di produk 3G, 4G, Voice, SMS, dan Internet (data). Berdasarkan perbandingan kelima produk ini, XL Axiata memperoleh rata-rata nilai reputasi yang lebih di dibandingkan Telkomsel dan Indosat yaitu sebesar 24.5%, sedangkan Telkomsel hanya memperoleh 13.2% dan Indosat 19.3%.

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ABSTRACTThe internet in Indonesia has grown rapidly, it proved by many social media comes up. One of famous social media is twitter. Campaign product using twitter had been used by XL Axiata since 2009 through account @XL123. Unfortunately, the using of twitter in Indonesia telecommunication company still in the stage of sales and promotions.However, the analysis only calculated number of retweets, comments, dan followers. Analyzes haven?t seen what is the meaning of those comments, whether be positive or negative for XL brand products. Negative comments giving influence to society buying decision, while positive comments create good reputation to stakeholders. This is showned by a fact that the rating obtained XL Axiata does not correspond to the brand?s expectation, ie rating 3 out of 10. While expectation based on comparative analysis of number of followers and following, XL Axiata should have a good reputation in rate 7-8.This study not only calculating XL product but also Telkomsel and Indosat for comparative analysis. Hereafter, we extracted features, algorithms and the classification schemes. Evaluation phase using precision, recall, f-measure and ROC curve (AUC). The sentiments are classified and compared using three different algorithms: Naïve Bayes, Support Vector Machine, and Decision Tree classifier method. The result shows model built by SVM is the best result. Using this model, we measure Net Brand Reputation in 5 products which are 3G, 4G, Voice, SMS, and Internet (data). The experiments showned XL Axiata has the highest reputation score rather than Telkomsel and Indosat with average NBR score 24,5%, while Telkomsel only 13.2% and Indosat 19.3%.;The internet in Indonesia has grown rapidly, it proved by many social media comes up. One of famous social media is twitter. Campaign product using twitter had been used by XL Axiata since 2009 through account @XL123. Unfortunately, the using of twitter in Indonesia telecommunication company still in the stage of sales and promotions.However, the analysis only calculated number of retweets, comments, dan followers. Analyzes haven?t seen what is the meaning of those comments, whether be positive or negative for XL brand products. Negative comments giving influence to society buying decision, while positive comments create good reputation to stakeholders. This is showned by a fact that the rating obtained XL Axiata does not correspond to the brand?s expectation, ie rating 3 out of 10. While expectation based on comparative analysis of number of followers and following, XL Axiata should have a good reputation in rate 7-8.This study not only calculating XL product but also Telkomsel and Indosat for comparative analysis. Hereafter, we extracted features, algorithms and the classification schemes. Evaluation phase using precision, recall, f-measure and ROC curve (AUC). The sentiments are classified and compared using three different algorithms: Naïve Bayes, Support Vector Machine, and Decision Tree classifier method. The result shows model built by SVM is the best result. Using this model, we measure Net Brand Reputation in 5 products which are 3G, 4G, Voice, SMS, and Internet (data). The experiments showned XL Axiata has the highest reputation score rather than Telkomsel and Indosat with average NBR score 24,5%, while Telkomsel only 13.2% and Indosat 19.3%., The internet in Indonesia has grown rapidly, it proved by many social media comes up. One of famous social media is twitter. Campaign product using twitter had been used by XL Axiata since 2009 through account @XL123. Unfortunately, the using of twitter in Indonesia telecommunication company still in the stage of sales and promotions.However, the analysis only calculated number of retweets, comments, dan followers. Analyzes haven’t seen what is the meaning of those comments, whether be positive or negative for XL brand products. Negative comments giving influence to society buying decision, while positive comments create good reputation to stakeholders. This is showned by a fact that the rating obtained XL Axiata does not correspond to the brand’s expectation, ie rating 3 out of 10. While expectation based on comparative analysis of number of followers and following, XL Axiata should have a good reputation in rate 7-8.This study not only calculating XL product but also Telkomsel and Indosat for comparative analysis. Hereafter, we extracted features, algorithms and the classification schemes. Evaluation phase using precision, recall, f-measure and ROC curve (AUC). The sentiments are classified and compared using three different algorithms: Naïve Bayes, Support Vector Machine, and Decision Tree classifier method. The result shows model built by SVM is the best result. Using this model, we measure Net Brand Reputation in 5 products which are 3G, 4G, Voice, SMS, and Internet (data). The experiments showned XL Axiata has the highest reputation score rather than Telkomsel and Indosat with average NBR score 24,5%, while Telkomsel only 13.2% and Indosat 19.3%.]"

"Media sosial merupakan trend dalam komunikasi pemasaran pada masa kini. Perkembangan penggunaan media sosial di Indonesia sangat berkembang pesat. Interaksi yang awalnya 'one to many' menjadi 'many to many'. Dengan interaksi 'many to many' membuat media sosial dipergunakan oleh perusahaan untuk menciptakan electronic word of mouth (eWOM). Salah satu bentuk dari eWOM marketing adalah media sosial seperti Twitter. PT. XL Axiata merupakan perusahaan telekomunikasi yang menggunakan media sosial twitter untuk membentuk eWOM yang berguna untuk pembentukan brand awareness, brand image, brand satisfaction, brand trust, dan brand attachment. Data dianalisis dengan menggunakan simple regression dan multiple regression.

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Nowdays, social media quickly became the newest trends within the marketing communication sectors. The development of social media usage in indonesia are one of the fast growth technology. The 'one to many' interactions quickly became 'many to many' as Indonesian internet users easily adapt the new technology 'many to many' internet interactions allows the corporations to use social media to create an electronic word of mouth (eWOM). One of the eWOM forms can be formed as Twitter. PT. XL Axiata, one of the national telecommunications provider company are the example for eWOM users in order to creates a brand awareness, brand image, brand satisfaction, brand trust, and brand attachment. The data analysis for this research using a simple regression and multiple regressio."

"Sebuah perusahaan atau organisasi memiliki kebutuhan untuk menjaga hubungan dengan pelanggan perusahaannya, termasuk PT. XL Axiata. Hal ini disebabkan oleh strategi bisnis perusahaan tersebut tentunya berhubungan erat dan bergantung pada kebutuhan dan keinginan dari konsumen. Tujuan dari penelitian ini adalah untuk melihat bagaimana PT. XL Axiata menjalin dan menjaga hubungan dengan para pelanggannya melalui pengembangan manajemen hubungan dengan pelanggan dan juga pendekatan kepada pelanggan. Untuk melihat bagaimana hubungan dengan pelanggan yang dijalankan oleh PT. XL Axiata, penulis akan menggunakan metode penelitian yaitu analisis isi dengan menganalis salah satu akun twitter PT. XL Axiata, yaitu @XL123. PT XL. Axiata terbukti sangat menjaga hubungannya dengan pelanggan dengan tetap memberikan informasi dan juga tanggapan kepada para pelanggannya yang bertanya berkaitan dengan produk. Kepuasan konsumen menjadi terpenuhi dan loyalitas konsumen dapat dijaga. Hal ini terbukti dari terus meningkatnya pengikut akun twitter @XL123 dan terbentuknya keberlanjutan pelanggan terhadap perusahaan, sebagai hasil dari pelayanan yang baik dari pihak perusahaan.

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Company or organization has a need to keep maintaining a good relationship with their customer, included PT. XL Axiata. This is because of company's business strategies is related and depend on customer's needs and wants. The objective of this research is to see how PT. XL Axiata maintain and manage their Customer Relations by develop their Customer Relations Management and Customer Engagement. To see and analyze Customer Relations of PT. XL Axiata, this research will use content analysis as a research method by analyze one of PT. XL Axiata's twitter account, @XL123. According to the twitter, Author sees that PT. XL Axiata is really concern to their Customer Relations by keep giving information and response to their customers who ask question about the product. Customer's satisfaction will be fulfilled and we can keep maintaining the customer's loyalty. It's proven by the increase of @XL123's followers and we got customer sustainability to products in PT. XL Axiata. "

"Penelitian ini membahas pengaruh corporate social responsibility dalam memperkuat brand image perusahaan. Konteks yang diambil adalah industri layanan telekomunikasi dengan studi kasus E-Learn XL Future Leaders. Dimensi CSR yang digunakan antara lain adalah tanggung jawab etis, filantropis dan juga keberlanjutan dari konsep Triple Bottom Line. Penelitian ini melakukan uji analisis menggunakan regresi hirarkis berganda.Hasil penelitian menunjukkan bahwa CSR terbukti dapat meningkatkan brand image. Variabel yang paling kontributif secara signifikan adalah tanggung jawab etis, sedangkan filantropis dan keberlanjutan cenderung lemah. Karena CSR merupakan konsep yang cukup kompleks, penelitian lanjutan dapat dilakukan dengan pendekatan kualitatif.

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This study discusses the influence of corporate social responsibility in strengthening the company 39 s brand image. The context taken in the telecommunication service industry with a case study of E Learn XL Future Leaders. The dimensions of CSR used include ethical and philanthropic responsibilities, and also sustainability from Triple Bottom Line concept. This research performs analysis test using hierarchical multiple regression.

The results show that CSR is proven to increase brand image. The most significant contributive variable is ethical responsibility, whereas philanthropic and sustainability tend to be weak. Because CSR is a fairly complex concept, further research can be done with a qualitative approach."

"Dalam mengembangkan customer relations, praktisi Public Relations (PR) dapat melakukan berbagai cara, mulai dari meningkatkan customer relationship management hingga melakukan customer engagement. Dalam meningkatkan customer engagement dan menciptakan komunikasi dua arah antara perusahaan dan customernya, perusahaan pun memanfaatkan berbagai saluran komunikasi. Salah satu saluran komunikasi yang banyak digunakan saat ini adalah melalui media sosial. Dengan fakta tersebut, penelitian inipun ditujukan untuk mengamati customer engagement Body Shop Indonesia melalui akun twitter @TheBodyShopIndo. Pengamatan juga dilakukan untuk mengetahui tingkatan customer engagement yang dilakukan Body Shop Indonesiadiukur menggunakan tahapan customer engagement Dave Evans, mulai dari consumption, curation, creation, hingga collaboration. Setelah melakukan pengamatan selama 15 hari, peneliti menemukan bahwa Body Shop telah melaksanakan keempat tahap customer engagement yang dikemukakan Dave Evans, mulai dari consumption, curation, creation, hingga collaboration.

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In order to develops customer relations, Public Relations (PR) practitioners can do many things, from managing customer relationship management until expanding customer engagement. When expanding customer engagement and creating two-way communication between enterprise and it customers, company utilize any kind of communication channels. One of the most communication channel used by enterprises is social media. Based on that fact, this research focusing to observes customer engagement Body Shop Indonesia through their twitter account, @TheBodyShopIndo. Another objective of this observation is to finds the level of customer engagement that have been done by Body Shop Indonesia, measured with customer engagement stage by Dave Evans, from consumption stage, curation stage, creation stage, until collaboration stage. After doing an observation for 15 days, researcher finds that Body Shop has implementing the four stage of customer engagement by Dave Evans."

"Dengan semakin banyaknya jumlah merek di pasar, semakin meningkat pula tingkat persaingan diantara merek-merek dan hanya merek yang memiliki ekuitas merek yang kuat yang akan tetap mampu bersaing, merebut, dan menguasai pasar. Ekuitas merek (brand equity) merupakan seperangkat aset dan liabilitas merek yang berkaitan dengan suatu merek dan simbolnya yang mampu menambah atau mengurangi nilai yang diberikan oleh sebuah produk. Ekuitas merek terdiri atas dimensi-dimensi kesadaran merek (brand awareness), asosiasi merek (brand associations), persepsi kualitas (perceived quality), loyalitas merek (brand loyalty).Penelitian ini untuk mengidentifikasi kesadaran merek, asosiasi merek, persepsi kualitas, dan loyalitas merek dari pelanggan XL. XL sebagai salah satu perusahaan telekomunikasi di Indonesia harus dapat bersaing dengan kompetitornya. Melalui brand equity yang kuat, diharapkan XL akan dapat merencanakan dan menyusun strategi yang tepat terhadap hal ? hal yang dianggap masih kurang di dalam ekuitas mereknya. Hasil dari brand awareness menunjukkan XL belum menempati posisi top of mind dari sebuah merek provider telekomunikasi tetapi dari brand recall, brand recognition, dan brand unaware, XL sudah cukup baik dan dikenal di masyarkat luas. XL juga memiliki brand image yang kuat di benak pelanggannya. Hal ini harus diperkuat dengan kualitas layanan yang baik sehingga nantinya XL akan memiliki pelanggan dengan loyalitas yang tinggi. XL saat ini memiliki posisi loyalitas yang baik pada tingkat satisfied buyer di piramida loyalty. Melalui metode service quality dapat dianalisis dimensi apa saja dari kualitas pelayanan XL yang dirasa masih kurang dan dianalisis kembali sehingga posisi brand loyalty pelanggan XL nantinya dapat meningkat pada posisi commited buyer.

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With the increasing number of brands on the market, increasing the level of competition among brands and only brand that has strong brand equity that will still be able to compete, win, and dominate the market. Brand equity (brand equity) is a set of brand assets and liabilities relating to the marks and symbols that can increase or decrease the value provided by a product. Brand equity consists of the dimensions of brand awareness, brand associations, perceived quality, brand loyalty.

This study to identify the brand awareness, brand associations, perceived quality and brand loyalty from customers XL. XL as one of telecommunication companies in Indonesia should be able to compete with competitors. Through a strong brand equity, is expected to XL will be able to plan and develop the right strategy against things - things that were deemed to be lacking in the brand equity.

The results of brand awareness shows XL has not finished top of mind of a telecommunications provider, but the brand of brand recall, brand recognition and brand unaware, XL is quite good and well known in the community at large. XL also has a strong brand image in the minds of customers. It must be reinforced with a good quality service so that later XL will have customers with high loyalty.

XL currently has a position of good loyalty customers at the level of satisfied loyalty pyramid. Through the method of service quality dimensions can be analyzed any of the XL service quality is still lacking and re-analyzed so that the position of brand loyalty XL customers will be able to increase the position commited buyer."

"Pada era web 2.0 ini menjadikan dunia bisnis semakin kompetitif. Keadaan ini disertai pula dengan diversifikasi pelanggan yang semakin meningkat dan tidak bisa lagi ditangani hanya dengan taktik pemasaran tradisional. Hal ini membuat berbagai pelaku bisnis beralih menggunakan web 2.0 untuk mencapai customer engagement. Salah satunya adalah penggunaan media sosial, twitter, seperti yang dilakukan oleh brand Wafer Tango. Tujuan dari makalah ini adalah untuk memberikan deskripsi aktivitas customer engagement yang dilakukan oleh Wafer Tango melalui twitter dan menjelaskan tahap customer engagement yang telah dicapai oleh Wafer Tango melalui penggunaan akun twitternya. Metode yang digunakan adalah observasi atau pengamatan terhadap akun twitter @WaferTango selama 15 hari. Berdasarkan observasi ini ditemukan bahwa pemanfaatan akun twitter ini secara keseluruhan belum maksimal penggunaannya. Hal ini dapat terlihat dari pertambahan jumlah follower dan jumlah tweet yang tidak signifikan setiap harinya serta minimnya variasi konten yang di-posting. Wafer Tango juga memperlakukan sosial medianya ini dengan cara yang lebih menyerupai kampanye pemasaran tradisional dari pada menyerupai cara revolusioner dimana seharusnya suatu brand dapat terhubung dan menuai profit melalui asosiasi kolaboratif dengan pelanggannya. Oleh karena itu, customer engagment yang terjalin antara brand dengan pelanggan melalui akun twitter ini baru sebatas pada tahap curation.

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Web 2.0 era makes competitive business world increase. This situation is accompanied by increasing customer diversification and can no longer be handled only with traditional marketing tactics. This makes business people change their strategy to achieve customer engagement by using web 2.0. One is the use of social media, twitter, as is done by the brand Wafer Tango. The purpose of this paper is to describe customer engagement activity done by Wafer Tango and the customer engagement stage achieved. This paper was analyze by using observation methods by analyzing account @ WaferTango for 15 days.

Based on this analysis it was found that the use of this twitter account as a whole is not maximized its use. It can be seen from the insignificant increase number of followers and number of tweets each day, and also lack of content variation. Wafer Tango also treat social media strategy in a way that is more like traditional marketing campaigns than the revolutionary way in which supposedly resembles a brand can connect and make profits through collaborative association with customers. So that, the customer engagment stage achieved is just curation."

"PT XL Axiata (XL), sebuah perusahaan yang bergerak di industri telekomunikasi telah melakukan corporate social responsibility (CSR) sebagai bagian dari kegiatan public relations. Harapannya dari CSR, yaitu adanya peningkatan reputasi positif perusahaan. Salah satu CSR unggulannya yang telah dilakukan sejak tahun 2012, yaitu XL Future Leaders (XLFL). Program ini dibuat untuk mengembangkan pendidikan soft skills mahasiswa Indonesia. Penelitian ini bertujuan untuk menganalisis strategi pelaksanaan program XL Future Leaders dalam meningkatkan reputasi XL. Hasil analisis tentang strategi pelaksanaan program menunjukkan bahwa XL sebelum melaksanakan program XLFL telah melakukan penelitian terkait kebutuhan mahasiswa di aspek pendidikan di Indonesia. Kemudian dalam melakukan komunikasi terkait program XLFL, XL melakukan roadshow ke berbagai universitas dan kota di Indonesia yang sekarang disebut dengan acara XL Youth Town Hall dan juga memaksimalkan media sosial yang XL miliki terutama, Instagram. Kesimpulannya menunjukkan bahwa strategi pelaksanaan program XL Future menggunakan dua strategi CSR dari Galbreath, yaitu strategi timbal balik dan kewarganegaraan.

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PT XL Axiata (XL), a company operating in telecommunication industry, has done corporate social responsibility (CSR) as a part of public relations activities. From the CSR, XL hopes it can increase its positive reputation. One of XL most distinguished corporate social responsibility programs that has been executed since the year 2012 is XL Future Leaders. The program is created to develop Indonesian students soft skills education. This research has a purpose to analyze the implementation strategy of XL Future Leaders program to increase company ™s reputation. The analysis result shows that before executing the program XLFL, XL has done a research regarding the needs of students in education aspect in Indonesia. To communicate the XLFL Program, XL does roadshow to various universities and cities in Indonesia which is now named as XL Youth Town Hall and also maximizes its own social media, especially Instagram. The conclusion of this research is that XL Future Leaders program uses two CSR strategies from Galbreath, which are reciprocal strategy and citizenship strategy."