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Vol. 5 No. 2 (2026): October

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Impact of Aaker Brand Equity on Trust and Loyalty in Renewable Energy Startups

https://doi.org/10.33050/sabda.v5i2.1136
Adam Faturahman
Universitas Raharja
https://orcid.org/0000-0001-9727-9092
Ari Asmawati
Universitas Raharja
https://orcid.org/0009-0005-1665-6965
Alfri Adiwijaya
Universitas Raharja
https://orcid.org/0009-0008-4049-5286
Harry Agustian
Universitas Raharja
https://orcid.org/0009-0006-8012-2260
Stephanie Stephanie
Ilearning Incorporation
https://orcid.org/0009-0007-7095-559X

Corresponding Author(s) : Alfri Adiwijaya

alfri.adiwijaya@raharja.info

Startupreneur Business Digital (SABDA Journal), Vol. 5 No. 2 (2026): October

Abstract

This study examines the influence of Aaker’s Brand Equity Model on customer trust and customer loyalty in renewable energy startups, with a particular focus on digital marketing strategies. In the context of rapid technological advancement and growing environmental awareness, renewable energy has emerged as a strategic solution to reduce dependence on fossil fuels and support sustainable development. This research investigates how key dimensions of brand equity, namely brand awareness, perceived quality, and brand association, influence customer trust, which subsequently affects customer loyalty toward renewable energy startups. In addition, the study examines the role of digital marketing in strengthening the relationship between brand equity, customer trust, and customer loyalty. A quantitative approach was employed by collecting data from a purposive sample of 130 respondents who possessed knowledge of or experience with renewable energy products and services. Structural Equation Modeling (SEM) using the Partial Least Squares (PLS) approach was applied to analyze the relationships among the research variables. The results reveal that brand awareness and perceived quality have a positive and significant effect on customer trust, whereas brand association does not significantly influence customer trust. Furthermore, customer trust significantly enhances customer loyalty, confirming its mediating role in the relationship between brand equity dimensions and customer loyalty. These findings highlight the importance of strengthening brand awareness and perceived quality as key drivers of trust and long-term customer loyalty in renewable energy startups. This research contributes to the literature on digital marketing and brand management in the renewable energy sector and provides practical implications for startups seeking to build trust-based customer relationships and achieve sustainable competitive advantage in an increasingly competitive market.

Keywords

Brand Equity Customer Trust Customer Loyalty Digital Marketing Renewable Energy
Faturahman , A., Asmawati, A., Adiwijaya, A., Agustian, H., & Stephanie, S. (2026). Impact of Aaker Brand Equity on Trust and Loyalty in Renewable Energy Startups. Startupreneur Business Digital (SABDA Journal), 5(2), 143–155. https://doi.org/10.33050/sabda.v5i2.1136
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