Corporate Social Responsibility (CSR) and perceived quality of a business affect corporate reputation, which can create a positive or negative result to the way customer talk about the brand. This study aims to figure out the role of CSR, perceived quality, and corporate reputation that significantly affect positive word-of­mouth where trust will be set as moderating variable between corporate reputation and positive word-of-mouth. The research was conducted in Yogyakarta in the context of positive word-of­mouth of retail business customer. The data was collected using questionnaire based on Likert Scale. Among university students, 225 respondents who experienced purchasing goods and service in Alfamart and Indomart were chosen. The analysis method used was Structural Equation Model to obtain hypothesis testing. The research found that the indirect effect of corporate social responsibility and perceived quality towards PWOM is slightly stronger than its direct effect. Therefore, CSR and perceived quality significantly affect corporate reputation that will lead to positive word-of-mouth. Furthermore, trust has a role to moderate the relationship between corporate reputation and PWOM. The more customers trust the business, the more they would like to do PWOM. 
Keyword: CSR, Perceived Quality, Trust, Corporate Reputation, Positive Word-of­mouth