This study aims to determine the effect of product strategy on product interest and its impact on sustainable entertainment products based on wayang kulit audience culture in the people of Solo, Central Java. The population in this study is the Javanese wayang kulit audience in Solo, Central Java, with the method of sampling is non-probability. The sample obtained was 200 respondents. The data obtained were analyzed using structural equation model (SEM) analysis technique with PLS (Partial Least Square) statistical test equipment through SmartPLS software. Data collected with questionnaires that have been tested for validity and reliability.The results showed that: there was a positive and significant influence on the product strategy on product interest, there was a positive and significant influence on the product strategy on sustainable product, there was a sustainable influence of the product on product interest, there was an insignificant influence of the product strategy on product interests that impacted sustainable product.