Market Segmentation Analysis in Educational Marketing at Junior High School Level

This study aims to analyze educational marketing strategies reviewed from the market segmentation perspective at SMP PGRI 1 Sempor. This study is a descriptive qualitative study. The study took place at SMP PGRI 1 Sempor. Data were sourced from the principal, vice principal for curriculum, vice principal for student affairs, vice principal for public relations, students, guardians (committee) and the community around the school. Data collection techniques used were observation, interviews, and documentation. The data was tested for validity using data triangulation techniques. The data analysis techniques were carried out by reducing data, presenting data and drawing conclusions. The results of this study indicate that the market segmentation chosen by SMP PGRI 1 Sempor is by grouping the education market. SMP PGRI 1 Sempor in implementing market segmentation involves all stakeholders. SMP PGRI 1 Sempor distinguishes itself by presenting innovative programs such as VIP and Regular Ples (+) classes, CIBI (Cinta Baca Indonesia), Bina Prestasi, and Moving Class activities