The Effect of Work-Life Balance, Product Branding, and Use of Fintech Technology on Operational Efficiency of Start-ups in Yogyakarta

This study examines the effects of work-life balance, product branding,
and fintech technology on the operational efficiency of start-up
companies in Yogyakarta. A quantitative approach was employed,
with data collected from 80 respondents using a structured
questionnaire and analyzed with SPSS version 26. The results indicate
that all three variables have significant positive effects on operational
efficiency. Product branding had the strongest impact, followed by
fintech technology and work-life balance. The findings suggest that
start-up managers can enhance operational performance by
prioritizing employee well-being, investing in effective branding
strategies, and adopting fintech solutions. These insights contribute to
the understanding of key drivers of operational efficiency in the start
up ecosystem and offer practical implications for improving start-up
sustainability.