Analysis of Generation Z’s Perceptions and Purchase Intention Regarding Direct-Selling Based Insurance Marketing Strategies in The Digital Age at PT. Lippo General Insurance Tbk., Semarang Branch Office

Abstract

This study aims to understand Generation Z’s perceptions of direct selling-based insurance marketing strategies in the digital era at PT Lippo General Insurance Tbk. Semarang Branch Office, identify the factors shaping these perceptions, and explore their relationship with insurance purchase intention. The study was motivated by the gap between the direct marketing approaches still commonly used by insurance companies and the characteristics of Generation Z, who tend to be more critical, privacy-conscious, and accustomed to searching for and validating information through digital media. This study employed a qualitative approach with a case study method. Informants were selected purposively based on their relevance to the research focus. Data were collected through semi-structured in-depth interviews with five informants, consisting of three Generation Z individuals and two employees of PT Lippo General Insurance Tbk. Semarang Branch Office, supported by observation and documentation. The data were analyzed using thematic analysis through the stages of data familiarization, initial coding, theme development, theme review, theme definition and naming, and report writing. The findings generated six main themes. First, Generation Z demonstrated resistance to conventional direct selling approaches perceived as sudden, aggressive, and intrusive to personal privacy. Second, acceptance emerged when agents applied an educational, communicative, and non-coercive digital-based consultative selling approach. Third, transparency regarding product benefits, costs, risks, exclusions, and claim procedures served as a foundation for building trust. Fourth, personalized offers determined the relevance of insurance products to prospective consumers’ needs, lifestyles, and stages of life. Fifth, agents’ digital footprints functioned as indicators of credibility and professionalism. Sixth, perception acted as a gateway to purchase intention, followed by cross-validation through social media, agents’ digital profiles, consumer reviews, and other online information sources. The findings indicate that direct selling remains relevant to Generation Z when integrated with digital education, transparency, personalization, and online credibility. This study recommends reducing hard-selling practices, strengthening agents’ personal branding, and utilizing social media as an educational channel before initiating personal communication with prospective consumers.