INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY IN ENHANCING INDOMIE BRAND VISIBILITY AND RECOGNITION AMONG MOUNTAIN TOP UNIVERSITY UNDERGRADUATE STUDENTS

brand visibility and recognition, using Indomie as a case study among undergraduate students of Mountain Top University. CSR has become a strategic tool for organizations to build strong brand equity, foster consumer loyalty, and create a positive corporate image. The research adopted a descriptive survey design, with data collected through structured questionnaires administered to a stratified sample of students across different colleges and academic levels. Findings revealed that a majority of respondents were aware of Indomie’s CSR initiatives, particularly in education, community development, and environmental sustainability. The results further indicated that these initiatives positively impacted students’ perception of the brand, leading to stronger brand recognition and increased market visibility within the university community. The study concludes that CSR plays a significant role in enhancing brand competitiveness, especially in highly saturated markets. It is recommended that Indomie sustain and diversify its CSR activities to address emerging social needs while maintaining transparency and effective communication of these initiatives to the public. This will further strengthen customer loyalty and long-term brand equity. Keywords: Corporate Social Responsibility (CSR), Brand Visibility & Recognition, Consumer Perception, Market Competitiveness, CSR Communicatio