The expansion of the business sector and the advancement of technology have resulted in the establishment of numerous Start-Up companies in Indonesia. These businesses are undergoing digital transformation. Even though technological advancements have supported the phenomenon, not all startup businesses have advanced. Numerous start-up businesses have failed due to the performance of employees who do not contribute positively to the company. This study aims to determine the relationship between Job Characteristics, Work-Life Balance, Job Performance, and Employee Loyalty, with Employee Loyalty serving as a mediating variable. This study employs quantitative research methods by collecting data from 120 employees of start-up companies using techniques of purposive sampling. The significance test reveals that the variable Job Characteristic has a positive correlation with Job Performance, with Employee Loyalty serving as the mediator. However, this is not the case for the variable Work-Life Balance, which can directly influence Job Performance but has no bearing on Employee Loyalty. In addition, Job Characteristics or typical jobs in the Startup industry have an allure that can affect employee loyalty and motivate good work performance for the organization.