Analisis Segmentasi Pasar Dalam Mengembangkan Pendidikan Pesantren Di Pondok Pesantren Mahrusiyah Lirboyo

Abstract

ABSTRAK

Dalam lingkungan pendidikan khususnya pesantren, lembaga harus menyadari bahwa keberadaannya sangat penting bagi pendidikan. Pondok pesantren perlu melakukan strategi pengembangan agar lembaga dapat terus meningkatkan pelayanannya, menunjukkan eksistensinya dan tidak dipandang sebelah mata oleh masyarakat, khususnya yang berlatar belakang non pesantren. Oleh karena itu, Pondok Pesantren Mahrusiyah melakukan terobosan strategi pengembangan pendidikan melalui analisis segmentasi pasar untuk ikut serta dalam pengembangan pendidikan. Penelitian ini bertujuan untuk mengetahui bentuk strategi pengembangan pendidikan melalui analisis segmentasi pasar, serta faktor pendukung dan penghambat pengembangan pendidikan di Pondok Pesantren Mahrusiyah. Metode yang digunakan dalam penelitian ini adalah metode deskriptif kualitatif. Hasil penelitian menunjukkan bahwa Pondok Pesantren Mahrusiyah telah melakukan strategi pengembangan pendidikan meliputi pengembangan guru, peningkatan mutu pelayanan dan peningkatan mutu. Upaya pengembangan pendidikan melalui analisis segmentasi pasar terdapat pada Pondok Pesantren Mahrusiyah, terdapat beberapa segmen; segmentasi geografis, segmentasi psikografis, segmentasi perilaku. Sedangkan faktor pendukung pengembangan pendidikan antara lain kualitas guru, antusiasme siswa, pengembangan kurikulum dan ekstrakurikuler, kerjasama dengan pihak lain, ketersediaan perangkat teknologi komunikasi.

Kata Kunci : Pengembangan Pendidikan, Segmentasi Pasar

ABSTRACT

In the educational environment, especially Islamic boarding schools, institutions must realize that their existence is very important to education. Islamic boarding schools need to carry out development strategies so that institutions can continue to improve their services, show their existence and not be underestimated by the community, especially those from non-Islamic boarding school backgrounds. Therefore, the Mahrusiyah Islamic Boarding School is carrying out a breakthrough education development strategy through market segmentation analysis to participate in educational development. This research aims to determine the form of educational development strategies through market segmentation analysis, as well as supporting and inhibiting factors for educational development at the Mahrusiyah Islamic boarding school. The method used in this research is a descriptive qualitative method. The results of the research show that the Mahrusiyah Islamic boarding school has carried out educational development strategies including teacher development, improving the quality of services and improving the quality. Efforts to develop education through market segmentation analysis were found at the Mahrusiyah Islamic boarding school, there were several segments; geographic segmentation, psychographic segmentation, behavioral segmentation. Meanwhile, supporting factors for educational development include quality teachers, student enthusiasm, curriculum and extracurricular development, collaboration with other parties, availability of communication technology tools.

Keywords : educational development, market segmentation