The Role of The Business Incubator of The Research and Innovation Agency of The West Nusa Tenggara Province In Improving The Marketing Performance of Tenant Businesses

ABSTRACT : This research aims to analyse the role of BRIDA business incubator in improving the marketing performance of tenant businesses. This research is a descriptive qualitative research where data collection is done through interviews, focus group discussions, and documents. In this study, the marketing performance variable refers to Song and Parry (1997: 3) formed by three indicators, namely sales growth, customer growth and sales volume. The results of this study show that the role of triple Helix actors in improving marketing performance is very helpful in improving tenant marketing performance where it will increase, sales growth, customer growth and sales volume as well as there are several inhibiting factors and supporting factors for tenant development.

KEYWORDS: Business Incubation, BRIDA NTB Province, Triple Helix Actors, Tenant Marketing Performance.