<![CDATA[Abstrak Penelitian ini bertujuan menganalisis pengaruh Experiential Marketing, Kualitas Produk, dan Kepuasan terhadap Loyalitas Pelanggan Pada PT. MMI. Dalam penelitian ini data dikumpulkan melalui teknik kuesioner yang disebarkan kepada rekanan bisnis. Selanjutnya dianalisis dengan menggunakan analisis jalur (Path Analysis). Hasil penelitian menunjukan: (1) Experiential Marketing tidak berpengaruh terhadap loyalitas pelanggan pada PT MMI, (2) Kualitas Produk berpengaruh positif dan signifikan terhadap loyalitas pelanggan pada PT MMI, (3) Kepuasan Pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan pada PT MMI, (4) Experiential Marketing berpengaruh positif dan signifikan terhadap kepuasan pelanggan pada PT MMI, (5) Kualitas Produk tidak berpengaruh terhadap kepuasan pelanggan pada PT MMI, dan (6) Experiential Marketing berpengaruh positif dan signifikan terhadap Kualitas Produk pada PT MMI. Abstract This research aims to analyze the influence of Experiential Marketing, Product Quality, and Satisfaction on Customer Loyalty at PT. MMI. In this research, data was collected through questionnaire techniques which were distributed to business partners. Next, it was analyzed using path analysis. The research results show: (1) Experiential Marketing has no effect on customer loyalty at PT MMI, (2) Product Quality has a positive and significant effect on customer loyalty at PT MMI, (3) Customer Satisfaction has a positive and significant effect on customer loyalty at PT MMI, (4) Experiential Marketing has a positive and significant effect on customer satisfaction at PT MMI, (5) Product Quality has no effect on customer satisfaction at PT MMI, and (6) Experiential Marketing has a positive and significant effect on Product Quality at PT MMI.]]>
