Offering services and facilities that suit the needs and lifestyles of students

Oct 13, 2025 by talynt.org 34 views

The Influence of Reference Groups and Lifestyle on the Decision to Use Internet Warung Services in Jl. Dr. Mansyur, Padang Bulan, Medan: A Case Study on Students of the University of North Sumatra

Introduction

The rapid growth of internet usage has led to the emergence of internet warung services, which have become a popular choice for students and individuals seeking affordable and convenient internet access. In the area of Jl. Dr. Mansyur, Padang Bulan, Medan, internet warung services have become a staple, with numerous stalls offering a range of services. However, the decision to use these services is influenced by various factors, including reference groups and lifestyle. This study aims to examine the impact of reference groups and lifestyle on the decision to use internet warung services among students of the University of North Sumatra.

The Importance of Reference Groups and Lifestyle in Decision-Making

Reference groups play a significant role in shaping individual behavior and decision-making. In the context of internet warung services, reference groups can influence students' perceptions and behavior towards these services. For instance, recommendations from friends, family, or online communities can sway students' decisions in choosing internet warung services that they trust. Lifestyle, on the other hand, is a critical factor in determining students' needs and preferences for internet warung services. Students with active and dynamic lifestyles require internet access for various purposes, such as learning, entertainment, and socializing.

Research Methods

This study employed a descriptive quantitative method, involving multiple linear regression analysis, T-test, F-test, and the coefficient of determination (R2). The data used consisted of primary and secondary data, collected through documentation, interviews, and questionnaire studies. A total of 81 students became respondents in this study.

Research Results

The results of the F-test analysis showed that the reference and lifestyle group simultaneously had a positive and significant influence on the decision of students to use the services of internet warung on Jl. Dr. Mansyur, Padang Bulan. T-test analysis revealed that reference group variables had a positive but not significant influence on the decision to use internet warung services. On the other hand, lifestyle had a positive and significant influence on the decision to use internet warung services in the region. Analysis of the coefficient of determination (R2) showed that the independent variable (reference and lifestyle group) could explain 12.4% of the dependent variable (decision to use internet warung services).

Analysis and Discussion

The results indicated that students' lifestyles became the dominant factor in their decision to use the services of internet warung in the area of Jl. Dr. Mansyur. This can be explained by the fact that students' lifestyles are active and dynamic, requiring internet access for various purposes. Although the reference group did not have an individual significant influence, the role of the reference group remains important in shaping student perceptions and behavior. Recommendations from friends, family, or online communities can influence student decisions in choosing internet warung services that they trust.

Conclusion

This study demonstrates that the lifestyle of students has a strong influence on the decision to use internet warung services in the area of Jl. Dr. Mansyur, Padang Bulan. This indicates that the owner of an internet warung needs to pay attention to the lifestyle and needs of students to be able to attract and maintain their customers.

Recommendation

This study recommends that the owner of an internet warung in the area of Jl. Dr. Mansyur:

Offering services and facilities that suit the needs and lifestyles of students, such as high internet speed, comfortable space, and a variety of food and beverage choices.
Utilizing social media and digital platforms to interact with students and build positive branding.
Providing attractive promos and programs that suit the needs and interests of students.

By paying attention to these recommendations, it is expected that internet warung services in the area of Jl. Dr. Mansyur can be more successful in attracting and maintaining student customers.

Implications for Future Research

This study has several implications for future research. Firstly, it highlights the importance of considering reference groups and lifestyle in decision-making processes. Secondly, it emphasizes the need for internet warung owners to understand the needs and preferences of their target market, in this case, students. Finally, it suggests that future research should explore the impact of other factors, such as social media and digital platforms, on the decision to use internet warung services.

Limitations of the Study

This study has several limitations. Firstly, the sample size was relatively small, consisting of 81 students. Secondly, the study was conducted in a specific area, Jl. Dr. Mansyur, Padang Bulan, Medan, which may not be representative of other areas. Finally, the study relied on self-reported data, which may be subject to biases and limitations.

Conclusion

In conclusion, this study demonstrates the significant influence of reference groups and lifestyle on the decision to use internet warung services among students of the University of North Sumatra. The findings of this study have important implications for internet warung owners, policymakers, and researchers. By understanding the needs and preferences of students, internet warung owners can develop strategies to attract and maintain their customers.
Frequently Asked Questions (FAQs) about the Influence of Reference Groups and Lifestyle on the Decision to Use Internet Warung Services

Q: What is the main objective of this study?

A: The main objective of this study is to examine the influence of reference groups and lifestyle on the decision to use internet warung services among students of the University of North Sumatra.

Q: What is the significance of reference groups in decision-making?

A: Reference groups play a significant role in shaping individual behavior and decision-making. In the context of internet warung services, reference groups can influence students' perceptions and behavior towards these services.

Q: What is the role of lifestyle in determining students' needs and preferences for internet warung services?

A: Lifestyle is a critical factor in determining students' needs and preferences for internet warung services. Students with active and dynamic lifestyles require internet access for various purposes, such as learning, entertainment, and socializing.

Q: What are the results of the F-test analysis?

A: The results of the F-test analysis show that the reference and lifestyle group simultaneously has a positive and significant influence on the decision of students to use the services of internet warung on Jl. Dr. Mansyur, Padang Bulan.

Q: What are the results of the T-test analysis?

A: The results of the T-test analysis show that reference group variables have a positive but not significant influence on the decision to use internet warung services. On the other hand, lifestyle has a positive and significant influence on the decision to use internet warung services in the region.

Q: What is the coefficient of determination (R2) and what does it indicate?

A: The coefficient of determination (R2) is a statistical measure that indicates the proportion of the variance in the dependent variable that is explained by the independent variable. In this study, the R2 value is 12.4%, indicating that the independent variable (reference and lifestyle group) can explain 12.4% of the dependent variable (decision to use internet warung services).

Q: What are the implications of this study for internet warung owners?

A: The findings of this study have important implications for internet warung owners. They need to pay attention to the lifestyle and needs of students to be able to attract and maintain their customers.

Q: What are the recommendations for internet warung owners based on this study?

A: Based on this study, the recommendations for internet warung owners are:

Offering services and facilities that suit the needs and lifestyles of students, such as high internet speed, comfortable space, and a variety of food and beverage choices.
Utilizing social media and digital platforms to interact with students and build positive branding.
Providing attractive promos and programs that suit the needs and interests of students.

Q: What are the limitations of this study?

A: The limitations of this study include a relatively small sample size, a specific study area, and reliance on self-reported data.

Q: What are the future research directions based on this study?

A: Future research directions based on this study include exploring the impact of other factors, such as social media and digital platforms, on the decision to use internet warung services.