Segmentation, Targeting, and Positioning Analysis of Islamic Educational Institutions Based on Public Preferences in the Educational Competition Era
https://doi.org/10.54012/ijcer.v5i2.886
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Keywords:
Institution, Islamic Education, Preference, Community, STP StrategyAbstract
The increasingly diverse educational competition encourages Islamic educational institutions to understand community characteristics and preferences in making educational choices. This study aims to analyze the segmentation, targeting, and positioning (STP) of Islamic educational institutions based on public preferences in the era of educational competition. A descriptive quantitative approach was utilized, involving 100 respondents. Data were collected through questionnaires and analyzed using frequency distributions, percentages, and mean scores. The results reveal five community preference groups, with the strengthening of Islamic values being the largest preference at 29.0%, followed by academic quality at 24.0%. The targeting stage demonstrates that groups oriented toward Islamic values and academic quality are the primary targets based on segment size and preference levels. Regarding positioning, the strengthening of Islamic values and education achieved the highest mean score of 4.58, followed by academic quality (4.46) and educator competence (4.38). These findings indicate that the position of Islamic educational institutions in public perception is shaped by combining Islamic identity with quality educational delivery. Ultimately, this research provides implications for developing STP strategies oriented toward community preferences to navigate educational competition.
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