Consumer experience born from the consumption of a product or service gives a distinct
impression in the minds of consumers. This impression creates brand loyalty, provided that the
appropriate marketing program is designed to provide a unique experience. Article explores a study
that uses primary and secondary data at Bengawan Solo Coffee to see the impact of marketing
programs based on experience upon customer loyalty towards the Bengawan Solo Coffee brand. Data
were collected by direct interviews of selected respondents through purposive sampling. Furthermore,
those data were analyzed using several statistical methods, such as normality tests, the validity and
reliability, the classic assumption test, Pearson product moment, and multiple regression. The results
shows that there are significant correlation between marketing based on experience (feel, act, and
relate) towards brand loyalty. The relationship between experiential marketing (feel and relate)
towards brand loyalty is low, while the experiential marketing relationship (act) is quite strong.
Tauriana D and Manlin R. (2008). STRATEGI EXPERIENTIAL MARKETING DAN LOYALITAS MEREK. The Winners, 9 (2), 191-199.