Penelitian ini bertujuan untuk mengetahui pengaruh experiential marketing dan kepuasan pelanggan terhadap loyalitas pelanggan rumah makan gudeg bu harman. populasi penelitian ini adalah pelanggan rumah makan gudeg bu harman dan sampel yang diambil sebanyak 380 responden, dipilih dengan menggunakan teknik purposive sampling. variabel yang digunakan dalam penelitian ini adalah experiential marketing, kepuasan pelanggan dan loyalitas pelanggan. metode pengumpulan data menggunakan metode kuesioner yang diukur dengan menggunakan skala likert. untuk menganalisis menggunakan metode analisis uji asumsi klasik dan analisis regresi berganda dengan menggunakan spss 22. dari hasil pengujan uji t (parsial) menunjukan bahwa variabel experiential marketing dan kepuasan pelanggan berpengaruh positif terhadap loyalitas pelanggan.

This research was conducted at restourant gudeg bu harman, with purpose to know how the influence of experiential marketing and customer satisfaction to customer loyalty restaurant gudeg bu harman. the population of this research is the customer of restaurant gudeg bu harman. taking sampling method is using purposive sampling technique, with the total amount samples taken is as many as 380 respondents. and the collecting data method of this research is done through spreading of questionnaires, that measured by using likert scale. while the variables that used are experiental marketing, customer satisfaction and customer loyalty. for the analysis method in this research used a classical assumption test analysis method and multiple regression analysis used is multiple regression with using 22. the results of this research with t test (parcial) show that experiential marketing, customer satisfaction have positive effect on customer loyalty.