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This research aims to analyze the effect of experiential marketing and relationship marketing on loyalty mediated by patient satisfaction at dental clinics in Semarang City. The research sample was 156 patients. The sampling technique uses purposive sampling. The type of data used is quantitative data. The primary data source for this research was obtained from respondents who filled out the questionnaire. Validity and Reliability Tests consist of Convergent Validity, AVE (Variance Extracted), Discriminant Validity, and Construct Reliability. Data were analyzed using Structural Equation Modeling (SEM) which is operated through the AMOS program. The results show the following direct effects: experiential marketing increases patient satisfaction, relationship marketing plays a role in increasing patient satisfaction, experiential marketing has a positive impact on patient loyalty, relationship marketing has a positive effect on patient loyalty, and patient satisfaction increases patient loyalty. The indirect effect of the satisfaction variable is able to show an important role as an intervening variable, both the influence of experiential marketing on patient loyalty and also relationship marketing on patient loyalty. Keywords: experiential marketing, relationship marketing, satisfaction, loyalty.
Kusumastuti et al. (Tue,) studied this question.