Muhammad Daffa Raihananda and Arif Hartono 2026. 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. International Journal of Economics, Business and Innovation Research. 5, 05 (Aug. 2026), 2092-2108. DOI:https://doi.org/10.63922/ijebir.v5i05.6179.