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Quick Response Code Abstract: The research objectives, describe experiential marketing, relationship marketing, customer satisfaction and customer loyalty, analyze the effect of experiential marketing and relationship marketing on hotel customer satisfaction, analyze the effect of experiential marketing and relationship marketing on customer loyalty, analyzing the effect of experiential marketing and relationship manager on hotel customer loyalty through customer satisfaction, this research was conducted in a 3-star hotel in Malang Raya. The research design was carried out with a quantitative approach, and data collection techniques were carried out by distributing questionnaires. Technical analysis of data structural equation modelling with AMOS 21 software application. Determination of the sample in the analysis of Structural Equation Model (SEM) according to slovin with an error rate of 5% -10% with the formula obtained the number of respondents of 130 people. The results showed, the experiential marketing and relationship marketing affect customer loyalty and customer satisfaction affects customer loyalty, experiential marketing and relationship marketing affects customer loyalty through customer satisfaction. The contribution of this research is expected to enrich the theory of marketing strategies in the hospitality sector in maintaining customer loyalty. For hotel management, it can be used as a reference for improving marketing strategies and human resources in increasing room occupancy by building relationship marketing and experiential marketing.

The Influence of Experiential Marketing and Relationship Marketing on Hotel Customer Loyalty