This study aimed to analyzed the effect between experiential marketing variable towards customer's loyalty, experiential marketing towards customer's satisfaction, customer's satisfaction towards loyalty and experiential marketing towards customer's loyalty through customer's satisfaction as intervening variable. This study had done in Roaster and Bear Restaurant at Yogyakarta with total samples of 120 respondents using non random sampling in purposive sampling technique with Structural Equation Modelling that processed by AMOS 22.0 programs. The results of this study indicated that experiential marketing has a positive and significant effect towards customer's loyalty, experiential marketing has a positive and significant effect towards customer's satisfaction, customer's satisfaction has a positive and significant towards customer's loyalty and experiential marketing has indirectly effect towards loyalty through customer's satisfaction as intervening variable.