Factors That Influence Repurchase Interest Through Customer Satisfaction at Tapal Kuda Gift Shops: The Role of Customer Experience, Perceived Value, And Culture Affinity

  ABSTRACT : This research objectives were to determine the factors that influence repurchase interest through consumer satisfaction at Horseshoe souvenir shops: the role of customer experience, perceived value, and cultural affinity. This research used the Explanatory Research type. The population in this research was all consumers who made purchases at Souvenir Shops in Tapal Kuda. The sampling method in this research used purposive sampling (non-probability sampling). The number of 115 respondents had exceeded the specified minimum number, so the sample size in this study could be said to be appropriate. The data analysis method used Structural Equation Modeling (SEM) with the SmartPLS application. The research results showed that 1) Customer Experience has a significant effect on Consumer Satisfaction, 2) Perceived Value has a significant effect on Consumer Satisfaction, 3) Culture Affinity has a significant effect on Consumer Satisfaction, 4) Customer Experience has a significant effect on Consumer Repurchase Intention, 5) Perceived Value has a significant effect on Consumer Repurchase Intention, 6) Culture Affinity has a significant effect on Consumer Repurchase Intention, 7) Consumer Satisfaction has a significant effect on Consumer Repurchase Intention, 8) Customer Experience has a significant effect on Consumer Repurchase Intention through Consumer Satisfaction, 9) Perceived Value has a significant effect on Repurchase Intention through Consumer Satisfaction, 10) Culture Affinity has a significant effect on Repurchase Intention through Consumer Satisfaction.

KEYWORDS –Experience, Perceived Value, Culture Affinity, Satisfaction, Repurchase