When a marketer involves Experiential Marketing as a marketing approach to a product or service being sold (Andreani 2007: 7), will affect the increase brand awareness, brand equity, and customer loyalty. Use of experiential marketing to create brand loyal customers to the brand. The purpose of this research is to find out whether the experiential marketing (on sense, feel, think, act and relate) on Yamaha motorcycles affect customer loyalty, partially, simultaneously and know subdominant variable in influencing customer loyalty. Type of this research is quantitative research. The population is Yamaha motorcycle customers in the Yamaha Riders Federation Indonesia (YRFI) community of Malang. Simple random sampling technique be appointed 86 respondents, Test the validity and reliability to know the validity and reliability of the instrument. Data analysis using descriptive analysis technique, a test of classical assumption for multiple linear regression analysis. The results of the study found a positive and significant influence partially between (1) sense, (2) feel, (3) think, (4) act lifestyle (5) Relation to customer loyalty. Also found simultaneous influence between experiential marketing on customer loyalty. The dominant variable is the sub variable of feel.

Along with the increasing competition in the world of transportation business which is getting tighter, ease of use and consumer experience is an effective marketing strategy in providing service and satisfaction to many consumers and this can encourage consumer repurchase interest. The purpose of this study is to determine the effect of ease of use and consumer experience on repurchase intention through satisfaction. The population in this study are consumers who know the KAI Access application in the city of Malang. While the sample in this study was 271 respondents. This type of research is descriptive and non-probability, using the Smart PLS program. The results are (1) ease of use has a positive and significant effect on satisfaction (2) consumer experience has a positive and significant effect on satisfaction (3) ease of use has a positive and significant effect on repurchase intention (4) consumer experience has a positive and significant effect on repurchase intention (5) satisfaction has a positive and significant effect on repurchase intention (6) ease of use has a positive and significant effect on repurchase intention through satisfaction (7) consumer experience has a positive and significant effect on repurchase intention through satisfaction. Based on the results of the study, similar business actors suggest that companies are more selective in using ease of use which will provide a good experience for consumers so that consumers feel satisfied and feel an interest in repurchasing