Coffee Shop New Retail Business Model

New retail is an innovative business model combining online and offline (O2O) shopping experiences (Alibaba Gorup, 2018) discovering how to adapt the digital transformation. Several factors that could affect consumer experience when include ease of accessing using web, Hedonic Utilitarian Features, Convenience, personalization, social interaction, compatibility on various devices. The study aims measure relationship between new dimension: customer, convenience, communication customer experience. This research identifies influence in model; three hypotheses were built this study, then tested. quantitative approach uses a partial least square (PLS) application obtain data impact each dimension concept. population Starbucks consumers who have used all online-offline channels are living Bandung West Java. Based objectives, conclusion from results establishment represents variables, communication, validation results, coffee shops variable most significant directly affects