A Preliminary Research on Critical Success Factors of Digital Startups Performance

This study is preliminary research. This study explores the key success factors that affect the performance of digital startups in Indonesia, emphasizing both internal and external aspects. Utilizing a quantitive method, data were gathered from 55 active social media users aged between 18 and 45 who are interested in digital startups. The data was collected using purposive sampling and taken in May 2025. It was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The research examines the impact of product quality, customer satisfaction, customer trust, online repurchase intention, social media marketing, advertising, influencer marketing, and brand awareness on digital startup performance. The findings indicate that product quality, customer satisfaction, online repurchase intention, and brand-building activities significantly affect startup success, while the direct effect of customer trust and social media marketing on certain outcomes is less pronounced. These findings emphasize how digital marketing and efforts to retain customers contribute significantly to the continued growth and survival of digital startups. The study provides both theoretical contributions to the academic literature on startup success factors and practical insights for founders, investors, and incubators in evaluating and developing digital ventures.