American Journal of Humanities and Social Sciences Research (AJHSSR) 2025 AJHSSR Journal Page | 21 American Journal of Humanities and Social Sciences Research (AJHSSR) e-ISSN : 2378-703X Volume-09, Issue-01, pp-21-27 www.ajhssr.com Research Paper Open Access Factors That Influence Repurchase Interest Through Customer Satisfaction at Tapal Kuda Gift Shops: The Role of Customer Experience, Perceived Value, And Culture Affinity Muhammad Fahmi Abdillah 1 , Raden Andi Sularso 2 , Mochammad Farid Afandi 3 1,2,3 (Fakultas Ekonomi dan Bisnis, Universitas Jember, Indonesia) 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 I. INTRODUCTION In an era of increasingly fierce competition in the retail business, especially in the tourism sector, gift shops face challenges in maintaining customer loyalty. One of the key factors in the sustainability of this business is repurchase intention. Although there has been a lot of research on repurchase intention, it is still unclear how unique elements of gift shops, such as customer experience, perceived value, and cultural affinity, influence customers' intention to repurchase. A souvenir shop is a type of shop that provides various kinds of souvenirs. Starting from regional specialties to selling accessories such as t-shirts and characteristics from the area. Lots of studies Previously regarding repurchase interest, the focus was on general retail or e-commerce. However, there is little research exploring how the unique characteristics of gift shops, especially in tourist locations, influence repeat purchase decisions. And many previous studies highlight how customer experience and perceived value influence repurchase intention, but these studies are often conducted in general retail or e-commerce contexts. For example, research (Zhang & Nuangjamnong, 2022) exploring repurchase intention on e-commerce platforms shows that trust and service quality are the main determinants. However, the focus on e-commerce does not always include the unique nuances of gift shops offering distinctive or cultural products, which are usually associated with tourism. Tourism factors also play a big role in repeat purchase decisions at gift shops. Gligor and Bozkurt (2020) emphasize that customer experience at tourist locations, which often involves interaction with local culture, has a big influence on repurchase intention, because consumers tend to associate this experience with the products they buy in gift shops. This differs from general retail, where purchasing decisions are based more on price or product quality. Despite the important role of gift shops in the tourism industry, previous studies are still limited in discussing how unique elements such as cultural affinity, emotional attachment, and tourist experience influence repurchase intention through consumer satisfaction. Further research is needed to understand how gift shops can leverage these unique characteristics to increase customer loyalty.