Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
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This Author published in this journals
All Journal Al-Kharaj: Journal of Islamic Economic and Business
Ebida Zakiya
Unknown Affiliation
Economics, Econometrics & Finance

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The Influence Of Consumers’ Online Brand-Related Activities (Cobra) On Customers’ Green Brand Awareness: An Empirical Case Study In Solo Raya Region, Indonesia Ebida Zakiya; Kussudyarsana; Imronudin
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 1 (2026): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i1.9499

Abstract

This study aimed to analyze the influence of Consumers’ Online Brand-Related Activities (COBRA), which included consuming, contributing, and creating, on green brand awareness of environmentally friendly cosmetic products of The Body Shop in the Solo Raya region. This research employed a quantitative approach. Primary data were collected by distributing questionnaires to 220 respondents selected using a purposive sampling technique. Data analysis was conducted using multiple linear regression with the assistance of SPSS version 29. The findings revealed that, partially, consuming, contributing, and creating behaviors had a positive and significant effect on green brand awareness. Simultaneously, the three dimensions of COBRA also demonstrated a significant influence on green brand awareness. These results indicated that the higher the level of consumer engagement in online brand-related activities, both actively and passively, the higher the level of consumer awareness toward green brand. This study provided practical implications for companies in formulating effective digital marketing strategies to enhance green brand awareness through social media platforms.
Co-Authors Imronudin Kussudyarsana