ABSTRACT

This research uses a qualitative type approach and presents the data in a descriptive way. The process of collecting data in this thesis is done by several collection techniques, including observation, interviews, and documentation. The purpose of this study is to describe a promotion strategy through strengthening the value of character that is carried out by managers and conservationists at the Bukit Soeharto tourist attraction, Biting Village, Kec. Badegan Ponorogo. The character value of Soeharto is a very influential big capital to raise the image of a tourist object, so that people are interested in visiting it.
The results of this research show that the promotion strategy carried out by strengthening the value of character has not really been maximized due to limited supporting facilities. The construction of the Soeharto statue is the only strong character identity, but it is not sufficient to be maintained. In another sense, the status of Soeharto Hill is still in its development stage today, and promotions carried out by managers have been carried out in various ways, such as word-of- mouth offline promotions, online promotions via Instagram and social media, as well as partnership-based promotions with online media and several private companies.
Keywords: strategy, promotion, soeharto