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Reza Fauzi Bukhori
Universitas Al-Ghifari
Economics, Econometrics & Finance

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STRATEGI GROWTH HACKING DAN KEWIRAUSAHAAN INOVATIF: BAGAIMANA START-UP MENGUBAH USER ENGAGEMENT MENJADI USER RETENTION JANGKA PANJANG PADA START-UP KOTA BANDUNG Reza Fauzi Bukhori; Eny Nuryani Resmiawati; Ooy Siti Halimah
KarismaPro Vol. 17 No. 01 (2026): Karismapro
Publisher : Program Studi Manajemen, Universitas Al Ghifari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53675/2qk5ej66

Abstract

This study aims to analyze the influence of Growth Hacking Strategies and Innovative Entrepreneurship on long-term User Retention, with User Engagement acting as a mediating variable. This research adopts a quantitative method using a causal survey approach. Data were collected through structured online questionnaires distributed to active digital start-up users (e-commerce, fintech, edutech, and ride-hailing platforms) in Bandung, West Java. Purposive sampling was applied to obtain a final sample of n = 210 respondents who met specific criteria. The data were analyzed using Structural Equation Modeling Partial Least Squares (SEM-PLS) via SmartPLS 4. The findings reveal that both Growth Hacking and Innovative Entrepreneurship exert a positive and significant direct effect on User Retention. Furthermore, User Engagement significantly and partially mediates these relationships, showing the highest direct path coefficient to long-term retention. Practically, the results imply that digital start-ups should shift their KPIs from mere acquisition metrics to user-centric engagement loop models, supported by agile digital marketing strategies that foster consistent customer transaction convenience. Keywords: Growth Hacking, Innovative Entrepreneurship, User Engagement, User Retention, Bandung Start-U
Co-Authors Eny Nuryani Resmiawati Ooy Siti Halimah