Modeling of Multigroup Based Structural Equations with Path Analysis Approach (Application in Green Marketing Strategy in Traditional and Modern Food in Indonesia)

The food business is one of the most sought after businesses in Indonesia because it includes long-term business. The factors that affect customer satisfaction there are four namely product quality, price, taste and quality of service. However, in this research will be added promotion variable. Weaknesses Regression analysis is improved by the current commonly used statistical modelling which involves at least one exogenous variable, an endogen intervention variable and a pure endogenous variable is path analysis. This study has originality which will use multigroup modelling based on path analysis. In this research will be used Hypothesis Testing of Linear Parameter Function in order to compare the results between the two groups. Respondents in this research are Brawijaya University Statistics students from 2014 to class of 2017. Evaluation of lane analysis model using the coefficient of determination total and theory trimming. In the modern food group used t-test and for traditional food group used Hypothesis test of linear function parameters (HFLP). Where based on hypothesis testing on both models produce different results. In the modern food group there are 4 variables that (significantly) affect Customer Satisfaction namely Product Quality, Price Compliance, Quality of Taste, and Service Quality.