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All Journal JAM : Jurnal Aplikasi Manajemen Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah Fokus Ekonomi JASS (Journal of Accounting for Sustainable Society) International Journal of Applied Finance and Business Studies Jurnal Akuntansi dan Keuangan Jurnal Pemberdayaan Umat Jurnal Pemberdayaan Ekonomi Jurnal Studi Pemerintahan dan Akuntabilitas Jurnal Manajemen Informatika dan Bisnis Digital GIAT: Jurnal Teknologi untuk Masyarakat Eastasouth Journal of Effective Community Services The Es Economics and Entrepreneurship The Es Accounting and Finance Eastasouth Journal of Impactive Community Services CARE: Jurnal Pengabdian Multi Disiplin Ekalaya : Jurnal Ekonomi Akuntansi GEMBIRA (Pengabdian Kepada Masyarakat) Jurnal Pengabdian Masyarakat dan Riset Pendidikan Journal of International Multidisciplinary Research CARONG: Jurnal Pendidikan, Sosial dan Humaniora Jurnal Ekonomi, Manajemen, Akuntansi Ekopedia: Jurnal Ilmiah Ekonomi Jejak digital: Jurnal Ilmiah Multidisiplin INJECT Interdisciplinary Journal of Communication Abdi Ilmiah Untuk Masyarakat Jurnal Bersama Pengabdian Kepada Masyarakat Jurnal Ilmiah Ekonomi dan Manajemen Indonesia
Melda Aulia Ramadhani
Universitas Mulawarman
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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 Ramadhani
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 Abdullah, Mohd Zulkifli Abdurrahman Maulana Yusuf Adelia, Regita Ambarita, Nita Priska Ariandi, Muhamad Amir Dwi Martiyanti Fitria, Yunita Irwansyah Irwansyah Khatib Ramadhani , Muhammad Harits Zidni Martiyanti, Dwi Muhamad Amir Ariandi Muhamad Amir Ariandi Muhammad Haikal Qardhawi Muhammad Harits Zidni Khatib Ramadhani Muhammad Harits Zidni Khatib Ramadhani Muhammad Rinaldi Ramadhani, Muhammad Harits Zidni Khatib Riswahyu Nugrah Robiansyah, Robiansyah Sitti Rahma Sudirman Sitti Rahma Sudirman Sitti Rahma Sudirman Sudirman , Sitti Rahma Sudirman, Sitti Rahma Sugeng Raharjo Theodore Farrel Ouby Saleh Putra Yana Ulfah Zainal Abidin