Hijabers Cantik Mangga Tobrut - Indo18 _top_ — Pesona Mamah Muda

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.

In recent years, the term "Pesona Mamah Muda Hijabers Cantik" has gained significant attention, particularly among young Muslimah fashion enthusiasts. The phrase, which roughly translates to "the charm of young hijab-wearing mothers," has become a popular trend in Indonesia and other parts of Southeast Asia. One of the key figures associated with this trend is Mangga Tobrut, a stylish and influential hijaber who has captured the hearts of many with her stunning looks and modest fashion sense.

The popularity of keywords like "Pesona Mamah Muda Hijabers Cantik Mangga Tobrut - INDO18" highlights the public's interest in Indonesian pop culture, particularly in the context of beauty, fashion, and lifestyle. As the world becomes increasingly interconnected, it's likely that Indonesian pop culture will continue to spread and evolve, captivating audiences globally. Pesona Mamah Muda Hijabers Cantik Mangga Tobrut - INDO18

Functional beverages—particularly mango‑derived products—have surged in Indonesia, capitalising on (FAO, 2021). Effective marketing often combines taste appeal , scientific endorsement , and lifestyle positioning (Sutopo & Wijaya, 2022).

The term "Pesona Mamah Muda Hijabers Cantik" roughly translates to "the charm of young, beautiful hijabers." This phrase encapsulates the allure and appeal of young Muslim women who embody both beauty and modesty. By embracing their faith and showcasing their unique styles, these women have become role models for many, inspiring others to explore their own identities. The 2023 INDO18 advertising campaign for foregrounded a

Inter‑coder reliability (Cohen’s κ) = (acceptable).

Dengan menggunakan hijab, Mangga Tobrut menunjukkan bahwa kecantikan dan kesopanan dapat berjalan beriringan. Ia membuktikan bahwa seorang wanita dapat tampil cantik dan stylish tanpa harus mengekspos dirinya. Findings suggest that the campaign’s success hinges on

Mangga Tobrut, a popular fruit in Indonesia, has become a metaphor for the beauty and sweetness of young mothers who have found their passion in life. Just like the fruit, which is known for its vibrant color and juicy texture, these young mothers have become a source of inspiration, radiating positivity and energy.