Penelitian ini bertujuan untuk menjelaskan dan menganalisis pengaruh experiential marketing dan kualitas layanan terhadap loyalitas pelanggan melalui kepuasan pada pengguna biro perjalanan wisata TX Travel Klampis Surabaya

     Jenis penelitian yang digunakan adalah penelitian kuantitatif dengan teknik pengambilan sampel yaitu purposive sampling sebanyak 90 responden.

     Hasil penelitian ini menunjukkan bahwa variabel experiential marketing secara parsial tidak berpengaruh terhadap kepuasan dan loyalitas pelanggan, sedangkan variabel kualitas layanan berpengaruh positif secara parsial terhadap kepuasan dan loyalitas pelanggan TX Travel Klampis Surabaya. Namun, kepuasan pelanggan terbukti tidak mampu memediasi experiential marketing dan kualitas layanan terhadap loyalitas. Tetapi, secara simultan variabel experiential marketing, kualitas layanan dan kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan TX Travel dengan presentase sebesar 39,4%.

Kata Kunci : Experiential Marketing, Kualitas Layanan, Kepuasan Pelanggan, Loyalitas Pelanggan

This Study aims to explain ans analyze the effect of experiential marketing and service quality on customer loyalty through customer satisfaction as a variable intervening on TX Travel’s Klampis Surabaya customers.

     The type of research used on this study is quantitative research with a sampling technique which is purposive sampling as many as 90 respondents.

     The result of this study describe that experiential marketing variable partially have negative effect on customer satisfaction and customer loyalty, while service quality variable partially have positive effect on TX Travel’s customer satisfaction  and customer loyalty. But, customer satisfaction proven unable to mediate experiential marketing and service quality to customer loyality

But, simultaneously experiential marketing, service quality and customer satisfaction variables have a positive and significant effect on customer loyalty with a 39,4%.

Keywords : Experiential Marketing, Service Quality, Customer Satisfaction, Customer Loyalty