THE EFFECT OF DISCOUNTS, BRAND IMAGE, AND BRAND TRUST ON CONSUMER SATISFACTION AT MATAHARI DEPARTMENT STORE IN PALU CITY

Moh. Rio Ferdinand (Universitas Tadulako)
Syamsul Bachri (Universitas Tadulako)
Zakiyah Zahara (Universitas Tadulako)
Mohammad Zeylo Auriza (Universitas Tadulako)

Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Vol. 6 No. 4 (2026): Multidiciplinary Output Research For Actual and International Issue

This study aims to analyze the influence of discounts, brand image , and brand trust on consumer satisfaction at Matahari Department Store in Palu City. This study uses a quantitative approach with a survey method by distributing questionnaires to 96 respondents who are consumers of Matahari Department Store in Palu City. The results of the study indicate that Discounts, Brand Image , and Brand Trust partially have a positive and significant influence on consumer satisfaction. In addition, the three variables simultaneously also have a positive and significant influence on consumer satisfaction. This finding emphasizes the importance of an integrated marketing strategy that combines attractive price promotions (discounts), the formation of a strong and positive brand image, and high brand trust to increase overall consumer satisfaction and support business sustainability in the retail industry, especially Matahari Department Store.