The Use of Communication Media in Increasing Understanding and Utilization of SiBadra Services for the Generation of Digital Natives and Digital Immigrants in Bogor City

Bogor is one of the city in Indonesia that already adapt technology advancement. In Government sector, already adopted some policy that including of using technology support. One of them are feature that let public giving their thought and complaints to governments trough a specific online-application that called SiBadra whos made by the government. Adopting innovation about SiBadra which mainly use a certain communication media to spread the innovation itself, requires the involvement of various parties. The adoption of this innovation will gave birth to a generation that can utilize of using communication media of SiBadra services in Bogor City. Industrial era of 4.0 presenting two type of generation in terms of using media, those are digital natives and immigrants which form as a social system as well as a form of government readiness and alignment in efforts to digitalize the use of media. This research are closely related to communication media as a form of communication channel in the theory of Diffusion of Innovation initiated by Rogers in 1983. The aim of this study is to analyze the existing relation between communication channels and namely communication media in the adoption of SiBadra service innovation in Bogor City for the two generation which digital native and digital immigrants. The result of this research shows that the characteristic of digital natives and digital immigrants have a relation in the stage of adopting an innovation. The relation between them is showing positive terms which in increasing understanding and utilization of using the media. Relation that related to the stage of adopting an innovation such as understanding and utilization are supported by age, education, gender, and experience, which have significant relation in the stages of adopting an innovation. The second relation that related is the communication media. Communication media has a positive effect in the relation of the understanding of using the media and utilization of SiBadra services in Bogor City. Indicator that support the relation between communication media, namely print, electronic and social media.