<![CDATA[This study examines how Social Media Marketing influences Purchase Intention among Millennial and Gen Z consumers of Jamu Iboe, testing Brand Awareness, Brand Trust, and Perceived Value as parallel mediators. Traditional jamu remains unfamiliar to younger consumers despite growing interest in herbal products. Grounded in Stimulus-Organism-Response theory, Consumer-Based Brand Equity, and Perceived Value theory, the study employed a quantitative explanatory design using PLS-SEM methodology. Data were collected from 149 respondents aged 17 and above through an online questionnaire and analysed using SmartPLS. Results show that Social Media Marketing does not directly affect Purchase Intention; instead, its effect operates indirectly through Brand Awareness and Perceived Value, which significantly mediate the relationship. Brand Trust, though significantly strengthened by Social Media Marketing, does not mediate Purchase Intention. These findings indicate that digital marketing for traditional herbal products works through cognitive and evaluative pathways rather than direct persuasion or immediate purchase triggers. The study is limited to a single brand and cross-sectional design; future research should adopt longitudinal approaches and examine additional variables such as health consciousness and perceived risk. For practice, Jamu Iboe and other herbal brands should prioritise educational, value-oriented digital content and brand-recognition campaigns over hard-selling promotion when targeting younger consumers.]]>
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