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All Journal Jurisprudensi: Jurnal Ilmu Syariah, Perundang-undangan, Ekonomi Islam
Marliyah Marliyah
UIN Sumatera Utara, Medan, Indonesia
Religion Humanities Law, Crime, Criminology & Criminal Justice

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The Influence of Digital Literacy and Adaptability on the Work Readiness of Generation Z Students in the Digital Era: A Case Study of FEBI Students at UIN North Sumatra Tiara Devi Yanti Lestari; Marliyah Marliyah; Imsar Imsar
Jurisprudensi: Jurnal Ilmu Syariah, Perundang-Undangan dan Ekonomi Islam Vol. 18 No. 2 (2026): Jurisprudensi: Jurnal Ilmu Syariah, Perundang-Undangan dan Ekonomi Islam
Publisher : Fakultas Syariah IAIN Langsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32505/jurisprudensi.v8i2.15427

Abstract

The rapid advancement of digital transformation requires university graduates to possess not only academic competencies but also the ability to utilize technology effectively and adapt to the increasingly dynamic demands of the labor market. However, various studies indicate that technological proficiency among students is not always accompanied by adequate work readiness, resulting in challenges during the transition from higher education to professional employment. This study aims to analyze the influence of digital literacy and adaptability on the work readiness of Generation Z students at the Faculty of Islamic Economics and Business (FEBI), Universitas Islam Negeri Sumatera Utara. The research employed a quantitative approach with an explanatory associative design. A total of 98 students were selected as respondents using the Slovin formula from a population of 4,553 active students. Data were collected through questionnaires and analyzed using multiple linear regression with SPSS version 26. The findings reveal that digital literacy and adaptability have a positive and significant influence on work readiness, both partially and simultaneously. Adaptability demonstrates a more dominant influence than digital literacy. Simultaneously, both variables make a substantial contribution to shaping students’ readiness to enter the workforce. This study contributes to strengthening the understanding of the importance of integrating digital competencies and adaptive capacities as fundamental determinants of Generation Z students’ work readiness in the digital era.
Analysis of Offline Marketing Challenges in the Era of Digitalization among Micro, Small, and Medium Enterprises; A Case Study of Warung Bakso A Rohim Ahmad Buchori Razak; Marliyah Marliyah; Sugianto Sugianto
Jurisprudensi: Jurnal Ilmu Syariah, Perundang-Undangan dan Ekonomi Islam Vol. 18 No. 1 (2026): Jurisprudensi: Jurnal Ilmu Syariah, Perundang-Undangan dan Ekonomi Islam
Publisher : Fakultas Syariah IAIN Langsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32505/jurisprudensi.v18i1.13124

Abstract

Ideally, Micro, Small, and Medium Enterprises (MSMEs) are expected to leverage marketing digitalization to expand market reach, enhance product visibility, and strengthen business competitiveness. In reality, however, many MSMEs continue to rely heavily on offline marketing strategies and encounter substantial barriers in adopting digital marketing practices effectively. This condition is evident in Warung Bakso A Rohim, a culinary MSME located in Medan City, which maintains conventional marketing practices amid the rapidly evolving digital marketing landscape. This study aims to analyze the challenges of offline marketing faced by MSMEs in the era of digitalization and to identify the factors influencing their marketing adaptation process. The research employs a field-based qualitative approach using a case study methodology, with data collected through in-depth interviews, direct observation, and documentation. The findings reveal that the persistence of offline marketing is driven by strong social relationships with local customers, limited digital literacy, constraints in human resources, and the absence of integrated online marketing within long-term business planning. These results indicate that MSME marketing transformation should be understood as an adaptive and gradual integration process between offline and digital strategies rather than a complete technological shift.
Co-Authors Ahmad Buchori Razak Imsar Imsar Sugianto Sugianto Tiara Devi Yanti Lestari