This study aims to determine the Strategy of the Palembang City General Election Commission in Increasing the Participation of the Zoomers Generation in the 2024 Pilkada Process.

In this study, the researcher used a Qualitative Method where the researcher can obtain data that is precise and targeted through interviews, observations and documentation.

The results of this study indicate that by using two theories that have been analyzed, including the theory of Government Strategy which has 5 indicators, namely (1) Objectives, (2) Environment, (3) Direction, (4) Action and (5) Learning which have met the basis as a draft of the Palembang City General Election Commission Strategy. Then, the researcher also applied the Participation theory which includes 3 indicators, namely, (1) Active Participation, (2) Passive Participation, and (3) White Group which are important parts in Increasing the Participation of the Zoomers Generation in the regional head election process. Then the results of the analysis and findings in the field from this study show that the Palembang City KPU Strategy has shown a positive and progressive direction. However, its effectiveness still depends on several important factors such as expanding reach, improving the quality of educational content, and strengthening cross-sector collaboration. And the main reason for abstaining among Zoomers is due to a lack of political understanding, distrust of the system, and logistical obstacles because they are outside their domicile area.

It can be concluded that currently the strategy of the Palembang City KPU in increasing the participation of the Zoomers generation in the Pilkada process still needs to be improved. In the future, this strategy needs to be focused on a more inclusive and adaptive approach to the characteristics of the younger generation, as well as considering various structural factors that influence their political participation.