Exploring Digital Twins in Entrepreneurial Strategy di Indonesia: A New Frontier for Startup Experimentation

Afina Hasya; Aryoga Wiweko; Adi Wahyu Anggara

doi:10.55524/ijirem.2025.12.5.5

Abstract

Incorporating digital technology into entrepreneurial processes is already rapidly transforming how start-ups develop, experiment with, and test their business models. Such a disruptive application utilises digital twins—computerised digital representations of physical systems that enable real-time simulation and predictive experiments. This study examines the potential application of digital twins in strategic planning for Indonesian startups. Utilising a dual approach, this research conducts a digital twin simulation on a conceptual startup model and conducts interviews with four Indonesian entrepreneurs utilising emerging technologies. Our result shows that digital twins enable early-stage startups to conduct scenario-based experimentation, reduce product development risk, and enhance strategic decision-making with less real-world consequences. However, adoption challenges persist in terms of awareness, technical ability, and infrastructural readiness. This research enhances the growing body of literature on digital innovation and experimentation in developing countries by framing digital twins as tools that can benefit both industrial operations and entrepreneurial strategies.

Keywords

Digital Twins, Entrepreneurial Experimentation, Startup Strategy, Risk Reduction, Digital Innovation

References

Abdullah, N. H. N., “Digital Entrepreneurship: Opportunities, Barriers, Key Drivers,” in Handbook of Research on Designing Sustainable Strategies to Develop Entrepreneurial Intention, IGI Global, 2023, pp. 103–123. Available from: https://tinyurl.com/mry9scc5
Aziz, S., Jung, D. W., and Aqeel, A. Bin, “Digital Twins in Smart Manufacturing,” in Handbook of Manufacturing Systems and Design, Taylor & Francis, 2024. Available from: https://library.oapen.org/handle/20.500.12657/74697
Blank, C. A., “SAGE handbook of mixed methods in social & behavioral research,” Journal of Music Therapy, vol. 50, no. 4, p. 321, 2013. Available from: https://tinyurl.com/ys3my253
Buckley, A., and Nzembayie, K. F., “Conceptualising Digital Entrepreneurship: Artifacts, Platforms & Infrastructures,” European Conference on Innovation and Entrepreneurship, vol. 17, no. 1, pp. 101–106, 2022. Available from: https://tinyurl.com/mtzd8j34
Chandaluri, R., and Nelakuditi, U. R., “A Monograph on Components, Design and Applications of Digital Twin,” International Journal of Next-Generation Computing, vol. 13, no. 3, 2022. Available from: https://tinyurl.com/5bfhax7d
Creswell, J. W., and Creswell, J. D., Research Design: Qualitative, Quantitative, and Mixed Methods Approaches, Sage Publications, 2017. Available from: https://tinyurl.com/mr2rxer6
Erol, T., Mendi, A. F., and Do?an, D., “Digital transformation revolution with digital twin technology,” Proc. 2020 4th Int. Symp. on Multidisciplinary Studies and Innovative Technologies (ISMSIT), pp. 1–7, 2020. Available from: https://ieeexplore.ieee.org/abstract/document/9254288
Galar, D., and Kumar, U., “Digital Twins: Definition, Implementation and Applications,” in Advances in Risk-Informed Technologies: Keynote Volume (ICRESH 2024), Springer, 2024, pp. 79–106. Available from: https://link.springer.com/chapter/10.1007/978-981-99-9122-8_7
Hakim, L., “Tantangan dan Strategi Investasi pada Perusahaan Startup Teknologi di Indonesia,” 2024. Available from: https://tinyurl.com/98cm6u64
Iskandar, D., “Technology Startups in Indonesia: Riding the Wave of Innovation and Investment,” Sinergi International Journal of Economics, vol. 2, no. 2, pp. 61–75, 2024. Available from: https://doi.org/10.61194/economics.v2i2.163
Joshi, R. P., Gulati, S., and Kar, A. K., “Digital Twin for Industrial Applications–A Literature Review,” Int. Working Conf. on Transfer and Diffusion of IT, pp. 92–103, 2024. Available from: https://tinyurl.com/3y8r7mt4
Judijanto, L., and Arfiansyah, F., “A Bibliometric Study on Digital Entrepreneurship: Mapping the Evolutions and Its Impact on Startups,” vol. 2, no. 04, pp. 497–506, 2024.
Koning, R., Hasan, S., and Chatterji, A., “Digital experimentation and startup performance: Evidence from A/B testing,” SSRN, 2020. Available from: https://doi.org/10.1287/mnsc.2021.4209
Koning, R., Hasan, S., and Chatterji, A., “Experimentation and start-up performance: Evidence from A/B testing,” Management Science, vol. 68, no. 9, pp. 6434–6453, 2022. Available from: https://doi.org/10.1287/mnsc.2021.4209
Lachlan, N., and Smith, O., “Determining factors for startup success in Indonesia: Perspective of young entrepreneurs,” Startupreneur Business Digital (SABDA Journal), vol. 3, no. 2, pp. 115–122, 2024. Available from: https://journal.pandawan.id/sabda/article/view/632
Lachvajderová, L., Trebu?a, M., and Kádárová, J., “Unlocking Industry Potential: The Evolution and Impact of Digital Twins,” Acta Mechanica Slovaca, vol. 28, no. 1, pp. 46–51, 2024. Available from: https://www.actamechanica.sk/pdfs/ams/2024/01/06.pdf
Lee, H., and Yang, H., “Digital twinning and optimization of manufacturing process flows,” Journal of Manufacturing Science and Engineering, vol. 145, no. 11, 2023. Available from: https://doi.org/10.1115/1.4063234
Mazumder, A., Banerjee, P. S., Karmakar, A., Ghosh, P., De, D., and Song, H., “Digital twin for industry 5.0: A vision, taxonomy, and future directions,” Doctoral Symposium on Human Centered Computing, pp. 246–259, 2023. Available from: https://tinyurl.com/msexuaa5
Nambisan, S., “Digital entrepreneurship: Toward a digital technology perspective of entrepreneurship,” Entrepreneurship Theory and Practice, vol. 41, no. 6, pp. 1029–1055, 2017. Available from: https://doi.org/10.1111/etap.12254
Ningsih, R., and Murti, W., “Innovation of Business Models in the Digital Economy: A Case Study of Start-up Companies,” Journal of Comprehensive Science (JCS), vol. 3, no. 12, 2024. Available from: https://tinyurl.com/yp52xe5x
Ojala, A., “Digital Entrepreneurship,” 2024. Available from: https://doi.org/10.1016/B978-0-443-13701-3.00035-9
Petrakis, P. E., and Konstantakopoulou, D. P., “Entrepreneurial Decisions under Uncertainty,” in Uncertainty in Entrepreneurial Decision Making: The Competitive Advantages of Strategic Creativity, pp. 95–109, 2015. Available from: https://link.springer.com/chapter/10.1057/9781137460790_7
Ries, E., The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses, Crown Currency, 2011. Available from: https://tinyurl.com/p4nu83ar
Rozas, I. S., and Er, M., “Internal and External Challenges in Digital Startup Ecosystem: A Systematic Literature Review,” Proc. 2024 2nd Int. Symp. on Information Technology and Digital Innovation (ISITDI), pp. 142–148, 2024. Available from: https://ieeexplore.ieee.org/abstract/document/10796749
Sharma, S., and Monga, C., “Introduction to Different Simulation Techniques of Digital Twin Development,” in Simulation Techniques of Digital Twin in Real?Time Applications: Design Modeling and Implementation, pp. 1–24, 2024. Available from: https://doi.org/10.1002/9781394257003.ch1
Sudirman, N., “Digital Entrepreneurship and Business Innovation: Strategies for Indonesian SMEs in the Era of Industry 4.0,” Journal of Indonesian Scholars for Social Research, vol. 5, no. 1, pp. 24–34, 2025. Available from: https://doi.org/10.59065/jissr.v5i1.170
Walton, N., “Digital platforms as entrepreneurial ecosystems and drivers of born-global SMEs in emerging economies,” in International Entrepreneurship in Emerging Markets, Routledge, 2022, pp. 84–106. Available from: https://tinyurl.com/4hnzjyfd

Cites this article as

A. Hasya, A. Wiweko, A. W. Anggara, "Exploring Digital Twins in Entrepreneurial Strategy di Indonesia: A New Frontier for Startup Experimentation", International Journal of Innovative Research in Engineering and Management (IJIREM), Vol-12, Issue-5, Page No-25-29, 2025. Available from: https://doi.org/10.55524/ijirem.2025.12.5.5