Penelitian ini bertujuan untuk menganalisis pengaruh promosi melalui media sosial Tiktok dan inovasi produk terhadap keputusan pembelian handbody lotion Vaseline dengan kepercayaan konsumen sebagai variabel moderasi. Latar belakang penelitian adalah persaingan ketat di industri kecantikan dan penurunan Top Brand Index Vaseline. Metode yang digunakan adalah kuantitatif dengan pendekatan survey pada 150 responden di Kabupaten Kuningan. Analisis data digunakan dengan Moderated Regression Analysis (MRA) menggunakan software SPSS. Hasil penelitian menunjukan bahwa : (1) Promosi melalui media sosial Tiktok berpengaruh positif dan signifikan terhadap keputusan pembelian. (2) Inovasi produk berpengaruh positif dan signifikan terhadap keputusan pembelian. (3) Kepercayaan konsumen berpengaruh positif dan signifikan terhadap keputusan
pembelian. (4) Kepercayaan konsumen secara signifikan memoderasi hubungan antara promosi Tiktok dan keputusan pembelian, termasuk dalam jenis quasi moderasi. (5) Kepercayaan konsumen memoderasi secara signifikan hubungan antara inovasi produk dan keputusan pembelian, termasuk quasi moderasi.
Kata Kunci: Promosi Media Sosial Tiktok, Inovasi Produk, Kepercayaan Konsumen, Keputusan Pembelian, Vaseline

This study aimed to analyze the effect of promotion through TikTok social media and product innovation on the purchase decision of Vaseline hand and body lotion, with consumer trust as a moderating variable. The background of the research was the intense competition in the beauty industry and the decline of Vaseline’s Top Brand Index. The method used was quantitative with a survey approach involving
150 respondents in Kuningan Regency. Data analysis was conducted using Moderated Regression Analysis (MRA) with SPSS software. The results showed that: (1) Promotion through TikTok social media had a positive and significant
effect on purchase decisions. (2) Product innovation had a positive and significant effect on purchase decisions. (3) Consumer trust had a positive and significant effect on purchase decisions. (4) Consumer trust significantly moderated the relationship between TikTok promotion and purchase decisions, including a quasi moderation type. (5) Consumer trust significantly moderated the relationship
between product innovation and purchase decisions, also including quasi moderation.
Keywords: TikTok Social Media Promotion, Product Innovation, Consumer Trust, Purchase Decisions, Vaseline.