Pemasaran Jasa Pendidikan Dalam Meningkatkan Citra Madrasah di MTsN 8 Kediri

Sitompul, Muna Kamila (2026) Pemasaran Jasa Pendidikan Dalam Meningkatkan Citra Madrasah di MTsN 8 Kediri. Undergraduate (S1) thesis, UIN Syekh Wasil Kediri.

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Abstract

Muna Kamila Sitompul, Advisors: Moh. Zainal Fanani, M.Pd.I and Puspoko Ponco Ratno, M.T. Educational Service Marketing in Enhancing the Image of MTsN 8 Kediri. Undergraduate Thesis. Islamic Education Management Study Program, Faculty of Tarbiyah and Teacher Training, State Islamic University (UIN) Syekh Wasil Kediri, 2026 Keywords: Marketing, Educational Services, Institutional Image This research was initiated by the urgency of educational institution image as a determining factor in attracting public interest in an era of increasingly competitive competition. As a leading Islamic educational institution, MTsN 8 Kediri strives to strengthen its reputation through the implementation of a measurable educational service marketing strategy. The primary focus of this study is to analyze the application of segmenting, targeting, and positioning (STP) strategies as strategic instruments in improving the madrasah's image. This research employs a qualitative, descriptive approach with field research. Data collection was conducted comprehensively through observation, in-depth interviews, and documentation studies. The research subjects consisted of the madrasah principal, teaching staff, administrative staff, students, and guardians. To ensure the validity and accuracy of the findings, the researcher used triangulation as an analytical instrument and to test the credibility of the data. The results indicate that: (1) segmentation was conducted through geographic, demographic, and behavioral segmentation; (2) targeting used a differentiated approach by offering superior programs tailored to student needs; (3) positioning was carried out by emphasizing the madrasah's strengths, such as a balance between general and religious education, a religious environment, and student achievement. This strategy is supported by service quality, social responsibility, adequate facilities, and the ability to meet customer needs. The conclusion of this study is that the implementation of an STP (Segmenting, Targeting, Positioning)-based educational service marketing strategy at MTsN 8 Kediri can improve the madrasah's image in the eyes of the community.

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