As you can see in the wpse_add_custom_link_output
callback function this echo the $html
variable.
So you can simply replace the following line
$html="<a href="".$external_link.'" class="custom-button-class" target="_blank" title="'.__('External product link','woocommerce').'">'.$external_link.'</a>';
With something like
$html="<button type="button">BUY NOW</button>";
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