Christina Tjandrawira, Maulana Ibrahim, Stefan Martin, La Mani, Z. Hidayat*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)


The development of the digital startup ecosystem in Indonesia is inextricably linked to digital marketing, as sales of startups occur digitally through websites or mobile applications (apps). The purpose of this study is to analyze the application of digital marketing strategies in Indonesian startups, along with the benefits and challenges of using digital marketing compared to traditional marketing in its efforts to become a “unicorn” startup. The research was conducted on digital startups at the developing level (cockroach) and high level (unicorn), thoroughly examining four startups in Indonesia from various industries. Data collection is carried out through in-depth interviews with key informants in the startup industry, representing various startup categories. This study indicates that the startups named Bukalapak,,, and use various digital marketing channels linked to workforce and marketing budgets, focusing on maximizing the most important media for each startup's category. Content marketing is found to be the primary strategy used by digital marketing practitioners in digital startups. In growing and becoming a unicorn, a combination of digital and traditional marketing is recommended to get the best possible outcomes.

Original languageEnglish
Pages (from-to)2561-2573
Number of pages13
JournalJournal of Theoretical and Applied Information Technology
Issue number8
Publication statusPublished - 30 May 2022
Externally publishedYes


  • Business Strategy
  • Digital Marketing Communication
  • Inbound Marketing
  • Marketing Strategy
  • Online Marketing
  • Startups


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