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All Journal Jurnal Ilmiah Ekonomi dan Manajemen Indonesia
Riswahyu Nugrah
Universitas Mulawarman
Economics, Econometrics & Finance

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Pengaruh Lionel Messi sebagai Brand Ambassador dan Desain Produk Terhadap Minat Beli Produk Jersey Inter Miami Riswahyu Nugrah; Zainal Abidin; Melda Aulia Lestari
Jurnal Ilmiah Ekonomi dan Manajemen Indonesia Vol. 2 No. 2 (2026): JULI-DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/mnt2wa45

Abstract

This study aims to analyze the influence of Lionel Messi as a brand ambassador and product design on consumers’ purchase intention toward Inter Miami jerseys. The research employed a quantitative approach using a survey method by distributing questionnaires to 110 respondents who were aware of Lionel Messi's role at Inter Miami and had an interest in the club’s jersey products. The sampling technique used was purposive sampling. Data were analyzed through validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-test, F-test, and coefficient of determination (R²) using SPSS software. The results indicate that, partially, Lionel Messi as a brand ambassador does not have a significant effect on purchase intention toward Inter Miami jerseys. In contrast, product design has a positive and significant effect on purchase intention. Simultaneously, brand ambassador and product design significantly influence consumers’ purchase intention. The Adjusted R Square value of 0.490 indicates that 49.0% of the variation in purchase intention can be explained by the two independent variables, while the remaining 51.0% is influenced by other factors outside the scope of this study. These findings suggest that product design is a more dominant factor in increasing consumers’ purchase intention than the presence of Lionel Messi as a brand ambassador.
Co-Authors Melda Aulia Lestari Zainal Abidin