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All Journal Jurnal Ilmu Manajemen dan Akuntansi Nusantara (JIMAKUN)
Jua Anugrah Jaya Laoli
Universitas Nias
Economics, Econometrics & Finance Education Other

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Analisis Pengelolaan Keuangan Startup Dalam Mencapai Keberlanjutan Bisnis Jua Anugrah Jaya Laoli
Jurnal Ilmu Manajemen dan Akuntansi Nusantara Vol. 2 No. 1 (2026): JIMAKUN - Januari
Publisher : CV. SINAR HOWUHOWU

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70134/jimakun.v2i1.1240

Abstract

This study examines the strategic dilemma faced by startups in choosing between aggressive market share growth and achieving short-term profitability. In the digital economy era of 2026, a shift in investor sentiment from "growth at all costs" to "profitable sustainability" forces management to rebalance. Using a descriptive qualitative approach, this study finds that expansion strategies without considering positive unit economics trigger fatal liquidity risks. The results indicate that the optimal trade-off point is reached when customer acquisition costs (CAC) can be covered by customer lifetime value (LTV) within a measurable cycle, so that expansion still supports future profitability.      
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