Case Study: Role of Marketing Mix

This research article looks at tourism of Lake Samosir in North Sumatra, Indonesia. The underlying question is whether the implementation of the marketing mix influenced tourism in the area.

4. Results

4.1. Structural Model Analysis

After calculating and analyzing the Confirmatory Factor Analysis (CFA), the latent score can be measured for each latent variable. Analysis of the structural model includes several things, namely:

Overall Model Match Test

Table 1: Goodness of Fit Structural Equation Model (SEM)

Ukuran GoF	Nilai	Tingkat Kecocokan
Statistic Chi Square ( 2)	383,47	Not Fit
Goodness of Fit Index (GFI)	0.84	Marginal Fit
Standardized Root Mean Square Residual (SRMR)	0.073	Marginal Fit
Root Mean Square Error of Approximation (RMSEA)	0.066	Good Fit
Non-Normed Fit Index (NNFI)	0.95	Good Fit
Normed Fit Index (NFI)	0.91	Good Fit
Adjusted Goodness of Fit Index (AGFI)	0.80	Marginal Fit
Relative Fit Index (RFI)	0.90	Good Fit
Incremental Fit Index (IFI)	0.96	Good Fit
Comparative Fit Index (CFI)	0.96	Good Fit

In table 1 above we can see the GFI value of 0.84 and AGFI of 0.80 and SRMR of 0.073, which fall into the marginal fit category. The value of RMSEA, NFI, and RFI NNFI, IFI, and CFI, all fall into the good fit category. So it can be concluded that the overall fit of the model is already good.