Lake Toba is a tourist area with a high potential to attract foreign tourists to Indonesia with its various natural beauty and uniqueness. The number of tourist attractions in Indonesia makes stakeholders in the business world have to make a strategy that can make a tourist area increasingly developed and in demand by many tourists. This research was conducted to look at the satisfaction and loyalty of tourists in the Lake Toba area. The number of respondents was 220 respondents. The analysis tool used is Path analysis. The results of the study show that partially social media marketing has a positive and significant effect on satisfaction and loyalty, and tourist experience has a positive and significant effect on satisfaction.