<![CDATA[This study aims to determine the effect of product knowledge and social media marketing on the purchase intention of eco-friendly menstrual cups among Generation Z in East Jakarta. The research method uses a quantitative approach and includes causal associative research (cause-and-effect). Purposive sampling combined with non-probability sampling was used for the sampling process.. The sample formula refers to the Issac and Michael formula, resulting in a sample of 100 respondents who meet the predetermined criteria. Data collection involved primary and secondary data. The SmartPLS version 4 application was used to process the data. The study found that the product knowledge variable significantly and favorably influences purchase intention, as evidenced by a regression coefficient of 0.324 (32%), a t-statistic of 7.309 > t-table 1.65, and a p-value of 0.000 < 0.05. This indicates that the better the product understanding and social media marketing, the greater the purchase intention of consumers. Together, both variables have a significant effect on purchase intention with an R-Square value of 0.690, meaning that both variables explain 69% of the purchase intention for menstrual cups, while the remaining 31% is influenced by other factors not analyzed in this study.]]>
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