<![CDATA[ABSTRAKPenelitian ini bertujuan untuk mengetahui pengaruh strategi produk terhadap minat produk dan dampaknya terhadap sustainable produk hiburan berbasis budaya penonton wayang kulit pada masyarakat Solo, Jawa Tengah. Populasi dalam penelitian ini adalah penonton wayang kulit masyarakat jawa di Solo, Jawa Tengah, dengan metode pengambilan sampel adalah non-probability. Sampel yang diperoleh sebesar 200 responden. Data yang diperoleh dianalisi dengan menggunakan teknik analisis structural equation model (SEM) dengan alat uji statistik PLS (Partial Least Square) melalui software SmartPLS . Data yang dikumpulkan dengan kuisioner yang telah diuji validitas dan reliabilitasnya.Hasil penelitian menunjukkan bahwa: ada pengaruh positif dan signifikan strategi produk terhadap minat produk, ada pengaruh positif dan signifikan strategi produk terhadap sustainable poduk, ada pengaruh sustainable produk terhadap minat produk, ada pengaruh yang tidak signifikan dari strategi produk terhadap minat produk yang berdampak terhadap sustainable produk.Kata Kunci : Strategi Produk, Minat Produk dan Sustainable Produk.ABSTRACTThis 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.Keywords: Product Strategy, Interest in Products and Sustainable Products.]]>
