T The coffee shop industry in indonesia is facing highly competitive rivalry, making customer retention a crucial challenge amid shifting consumer preferences. this research utilizes the stimulus-organism-response (sor) theory to examine the influence of social servicescape and price fairness on consumer attitudes and ultimately, on customer retention in indonesian coffee shops. employing a quantitative approach, data were collected through questionnaires from a sample of coffee shop consumers and analyzed using structural equation modeling (sem). the results indicate that all hypotheses are significantly supported. specifically, social servicescape dimensions such as positive employee interaction, atmosphere created by other customers, and strong rapport were proven to have a positive and significant effect on price fairness. this suggests that a high-quality social environment can enhance consumers\\\' perception of price fairness. these findings affirm that consumers who perceive the paid price as fair and commensurate with the value of the service received tend to be more loyal and willing to return. this study provides important managerial implications, suggesting that coffee shop owners need to prioritize the quality of the social servicescape and actively manage the perception of price fairness to retain consumers in a tightly contested market.