<![CDATA[The rapid growth of the coffee shop industry in the Aniva Grande area, Gading Serpong, has led to intense market saturation and a high rate of business turnover. This condition challenges the sustainability of businesses and requires a deep understanding of its root causes. Therefore, this study aims to analyze the systemic dynamics behind market saturation and turnover, and to identify the driving factors through the Structure-Conduct-Performance (SCP) theoretical framework.This research employs a systematic literature review of 50 relevant sources, including scientific journals, books, and industry reports. The data were analyzed qualitatively to map the cause-and-effect relationships between market structure, the collective conduct of business actors, and the resulting market performance.The analysis reveals that the primary issue is not merely competition, but a crisis of differentiation that triggers mimetic isomorphism. A market structure with low barriers to entry (Structure) encourages business actors to imitate one another (Conduct), which in turn creates a homogeneous market. The Performance resulting from these dynamics includes consumer perception of saturation and choice fatigue, as well as suppressed profitability and a high turnover rate that functions as a natural selection mechanism for businesses. This process is accelerated by external pressures such as price competition and rental costs, as well as internal weaknesses like limited managerial capabilities.]]>
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