TRANSFORMATION OF BPI SERVICES IN THE DIGITAL ERA: A CASE STUDY OF GENERATION Z STUDENTS AT THE FACULTY OF DA'WAH

Abstract

This study examines the digital transformation of Islamic Guidance and Counseling (Bimbingan Penyuluhan Islam/BPI) services among Generation Z students at the Faculty of Da'wah and Communication, UIN Sumatera Utara Medan. Employing a qualitative case study approach, data were collected through in-depth interviews, participant observation, and document analysis of the university’s digital service ecosystem. The findings indicate that BPI services have shifted from conventional counseling toward an integrated digital service ecosystem. This transformation is supported by application-based infrastructure, including Portal SIA, Si-Selma, a Digital Queue Application using a location-based barcode system within a 500-meter radius, SipatuhEdu, the Journal House Application, Nonton Semhas, as well as communication channels such as WhatsApp, Zoom, and social media. The services are implemented through two primary approaches: digital education aimed at strengthening Islamic values and cyber-counseling integrated with the BPI Counseling Laboratory for private cases. The study further reveals that the service process begins with screening by study program staff, the establishment of official service hours from 07:30 to 16:00 Western Indonesian Time (WIB) to mitigate delayed responses, and the use of automatic digital records to support Internal Quality Audits (AMI) and accreditation processes. The novelty of this study lies in demonstrating that the digital transformation of BPI constitutes an integrative service model that combines precise bureaucratic governance, digital literacy, and Islamic spiritual intervention. The main challenges include students’ local network disruptions, limited access to nonverbal cues, and the urgent need to establish standardized Standard Operating Procedures (SOPs) for cyber ethics.