SEGMENTING IN EDUCATIONAL SERVICES MARKETING TO IMPROVE MADRASAH IMAGE AT MIN 2 BANYUMAS

Marketing is needed for educational institutions in building a positive image of madrasah. If the madrasah has a good image in the eyes of the community, then the madrasah will make it easier to overcome competition with other institutions. Madrasahs are often perceived as schools with lower socio-economic status and poor environment. This research discusses the application of segmenting in marketing educational services as a strategy to build and strengthen the image of madrasah, especially at MIN 2 Banyumas. Segmenting aims to identify groups of students and parents who have needs and interests that attract them to an educational institution.  Using a descriptive qualitative approach, the findings show that market segmentation is carried out using three methods, namely geographic segmentation, demographic segmentation and behavioural segmentation, which by using this segmentation, MIN 2 Banyumas is able to increase public appeal and improve the image of the madrasah.