Abstract:
Pondok Gurih Restaurant is one of the medium scale restaurant in Pekanbaru since 1994, and is
facing increasing competition. Therefore RM. Pondok Gurih use experiential marketing strategy to gain the
loyalty customers. The purpose of this study is to analyze the influence of experiential marketing strategy to
customer loyalty. This study uses quantitative descriptive with correlation technique which is data collected
through questionnaire method from 96 respondents. Then, performed a simple regression analysis of data
obtained. Results of research and hypothesis testing shows that there is significant positive between experiential
marketing strategy and customer loyalty in RM. Pondok Gurih. Through coefficient determination test in this
study prove of experiential marketing strategy influence the customer loyalty of 33,3 percent and the rest of
66,7 percent influenced by other factors
