By Andrey Ostroukh and Chiara Albanese 

MOSCOW--The Russian ruble hit a new low on Friday as geopolitical conflict in eastern Ukraine intensified with the alleged participation of Russian troops.

Kiev said that Russian troops entered eastern regions of Ukraine in support of pro-Russian rebels. Moscow denied the claim that Russia now has a military presence in the neighboring country.

"Against the backdrop [of military intervention] I want to stay away from those assets affected by the mounting geopolitical risks. That includes the ruble," said Benoit Anne, emerging-market strategist at Société Générale.

The ruble eased to a low of 37.07 versus the dollar, losing around 0.7% on the day. That took the ruble below its previous record of 37 per dollar, which it hit on the first trading day of March after the West had threatened to punish Moscow for its annexation of Crimea.

Analysts say the Russian unit could plumb new depths should the crisis in Ukraine escalate further as foreign players are the main sellers of the ruble.

In March, the Bank of Russia stepped in with higher interventions in the foreign-exchange markets and raised interest rates in an emergency move to stem the ruble's descent, but the central bank isn't taking part in the market anymore.

In mid-August the bank widened the ruble exchange-rate corridor and scrapped all interventions within it. Although the move was a part of the central bank's longtime goal of switching to an inflation-targeting policy, scheduled for 2015, it deprived the ruble of any state support at times of increased pressure.

The approach of end-of-month tax payments, which prompt export-focused companies to convert foreign currencies so they can meet local liabilities, also plays against the ruble, which has nearly become a free-float currency.

While the ruble is the worst performing currency against the dollar on the day, the increasingly sour tone between Russia and Ukraine is taking its toll on neighboring currencies as well.

The market impact on Eastern European markets began to mount Friday, said Simon Derrick, chief market strategist at BNY Mellon.

"The Polish zloty lost 0.8% against the dollar while central bank Governor Marek Beka noted that the crisis would probably shave 0.2% to 0.3% off Polish (gross domestic product) growth," Mr. Derrick said.

The zloty was trading at its weakest level against the euro in around six months Friday, with a euro worth 4.2349 zloty.

"In a case scenario of military confrontation between Russia and the West, all bets will be off and the euro could appreciate above 4.30 against the zloty," said Rabobank strategist Piotr Matys.

Similarly, the Hungarian forint lost around 0.8% against the euro on similar concerns.

Finally, the Ukrainian hryvnia is trading around 13.61 against the dollar Friday, recovering slightly from Thursday's record just below 14.

Write to Andrey Ostroukh at andrey.ostroukh@wsj.com and Chiara Albanese at chiara.albanese@wsj.com

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