Pesona Mamah | Muda Hijabers Cantik Mangga Tobrut - Indo18 [exclusive]
Indonesia, home to the world’s largest Muslim population, presents a unique media landscape where religious identity, gender roles, and consumerism intersect (Barker, 2020). In recent years, brands have increasingly turned to —the “beauty‑mom,” the “modern‑mujtahid,” the “health‑conscious hijabi”—as central narrative devices (Suryani & Lee, 2022). The Mangga Tobrot campaign, launched in March 2023 under the INDO18 umbrella, is a salient example. Its central figure, dubbed the Mamah Muda Hijabers Cantik (hereafter the Hijab‑Mom ), embodies a blend of piety, youthfulness, and aesthetic allure while promoting a mango‑based functional beverage marketed for “energy, immunity, and skin vitality.”
Both qualitative and quantitative data underscore the centrality of . Participants reported feeling “seen” when the heroine navigated everyday mother‑hood tasks while maintaining a stylish hijab. This mirrors Kim & Kim (2021) : similarity in gender, age, religiosity , and lifestyle amplifies narrative transportation. The SEM confirms that identification mediates the link between perceived authenticity and product attitude, ultimately driving purchase intention. Pesona Mamah Muda Hijabers Cantik Mangga Tobrut - INDO18
The 2023 INDO18 advertising campaign for foregrounded a stylized figure known as the “Mamah Muda Hijabers Cantik” (the beautiful young hijab‑wearing mother). This paper investigates how the campaign constructs and exploits the “pesona” (charm) of this archetype to influence consumer attitudes and purchase intentions among Indonesian women. Using a mixed‑methods approach—content analysis of campaign materials (n = 68), focus‑group interviews with 32 target‑segment participants, and a post‑exposure survey (N = 512)—the study reveals three intersecting mechanisms: (1) Cultural Resonance , wherein the figure aligns with prevailing ideals of modesty, motherhood, and modernity; (2) Aesthetic Appeal , achieved through visual semiotics of color, dress, and lifestyle cues; and (3) Narrative Identification , whereby the heroine’s everyday struggles and aspirations are framed as a pathway to self‑care through Mangga Tobrot. Findings suggest that the campaign’s success hinges on a careful balancing of religious symbolism, gendered expectations, and health‑oriented messaging. The paper concludes with recommendations for ethically responsible branding that respects diverse interpretations of hijab and motherhood while maintaining commercial effectiveness. Indonesia, home to the world’s largest Muslim population,
In recent years, Indonesia has witnessed a significant increase in the number of young women embracing the hijab as a symbol of their faith and identity. The term "hijabers" refers to young women who wear the hijab, a traditional Islamic headscarf, as a part of their daily attire. This trend has been particularly noticeable among young adults, who see the hijab as a way to express their religiosity and cultural heritage. Its central figure, dubbed the Mamah Muda Hijabers
