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 quantitative 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. Partial Least Squares-based Structural Equation Modeling technique (PLS-SEM) was used in analyzing the data., which is widely recognized for its ability to evaluate complex causal relationships among latent constructs within a research model. This research aims to analyze how various specific factors contribute to the level of success achieved by digital startups in operating and sustaining their business activities. 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. This research offers valuable theoretical input to the academic discourse on factors contributing to startup success, while also delivering practical guidance for entrepreneurs, investors, and incubators in assessing and nurturing digital business initiatives.