International Journal of Entrepreneurship (Print ISSN: 1099-9264; Online ISSN: 1939-4675)


From Key Characteristics of Owners and Business towards Sustainability Distro Business Life

Author(s): Irma Nilasari

Distro is a small business that produces and sells limited numbers of its unique products (mostly T-shirt and other merchandises) to its targeted market. The market of distro’s product is dominated by urban youth who love new, unique, and creative products. They buy distro’s product because it represents their identity as fans of a local brand. The study was aimed to assess the key characteristics of the owners/managers of the distro, his/her company, and the development of his/her business by comparing current conditions (today) with previous conditions (when the business is started) in order to predict sustainability of their business. The research uses descriptive approach, inference statistic, and cross-tabulation. The data was collected by distributing 500 questionnaires in 12 major cities of Indonesia. The results suggest that high annual sales tend to be achieved by distro that: have a large number of online stores, throw new products as often as possible, join distro associations, increase the frequency of participation in trade expo activities, and implicitly own and increase brand equity.

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