<![CDATA[General Background The beauty service industry experiences rapid growth and intense market competition globally and locally. Specific Background Local beauty enterprises utilize digital marketing, varied pricing, and service management to attract and retain consumers in a saturated market. Knowledge Gap Previous literature predominantly examines these marketing components individually rather than simultaneously within the context of local beauty service establishments. Aims This study analyzes the simultaneous and partial roles of social media strategy, price, and service quality on consumer revisit intention at Fahira Lash Lelateng. Results Multiple linear regression analysis of fifty respondents reveals that service quality significantly and positively drives revisit intention. Conversely, social media strategy and pricing demonstrate significant negative correlations with consumer return decisions. Simultaneously, these three variables account for 74.3% of the variance in customer retention. Novelty This research reveals that tangible service experiences heavily outweigh digital marketing and pricing perceptions in retaining beauty service clientele. Implications Beauty service management must prioritize tangible service excellence while recalibrating digital content and pricing structures to align with actual consumer expectations and build sustainable loyalty. Highlights Service quality functions as the primary determinant for retaining beauty service clientele. Digital marketing strategies show a negative correlation with consumer return decisions. Elevated pricing perceptions significantly deter customers from repeating their beauty treatments. Keywords Service Quality; Revisit Intention; Social Media Strategy; Beauty Services; Pricing Perception]]>
