<![CDATA[Junior high schools in Papua face challenges in the effectiveness of marketing strategies that have not been fully adapted to the psychographic characteristics of the community, resulting in low school appeal for prospective new students. This condition indicates the need for a comprehensive evaluation of the strategies that have been implemented. This study aims to analyze and evaluate the implementation of psychographic-based educational service marketing strategies using the CIPP (Context, Input, Process, Product) model. The study uses a qualitative descriptive design with research subjects consisting of school principals, vice principals in charge of curriculum, teachers, parents/guardians, and community leaders. Data were collected through in-depth interviews, observations, and document analysis, using interview guidelines and observation sheets as the main instruments. Data analysis was conducted through data reduction, data presentation, and conclusion drawing. The results of the study show that (1) in terms of context, schools do not yet have targeted promotional planning and are not yet psychographically based; (2) in terms of input, budgetary support, human resources, and promotional facilities are still limited; (3) in terms of process, promotion is dominated by conventional methods and does not yet optimally utilize social networks or local cultural values; and (4) in terms of product, there is no program differentiation or strong positioning in the eyes of the community. The study concludes that the current marketing strategy is still ineffective and requires strengthening of planning, utilization of digital media, and collaboration with parents and community leaders. These findings imply the need for schools to develop local value-based promotional policies, improve the marketing communication capacity of human resources, and expand collaborative networks to strengthen the image and competitiveness of educational institutions.]]>
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