One of the most striking aspects of the hijaber community is its diversity. Women from different backgrounds, ages, and cultures come together to share their experiences, fashion choices, and beauty tips. This diversity has given rise to a rich tapestry of styles, from traditional to modern, and from simple to elaborate.
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. Pesona Mamah Muda Hijabers Cantik Mangga Tobrut - INDO18
The rise of hijabers in the fashion world signifies a broader acceptance and celebration of diversity. These women, often in their younger years and embracing motherhood, challenge traditional stereotypes by proving that one can be a devoted parent while still pursuing personal interests, passions, and styles. One of the most striking aspects of the
This movement also highlights the importance of representation and diversity in media. For too long, women in Indonesia have been relegated to stereotypical roles, with limited opportunities to express themselves. The Pesona Mamah Muda Hijabers Cantik phenomenon is a response to this lack of representation, showcasing the complexity and richness of Indonesian women's experiences. The 2023 INDO18 advertising campaign for foregrounded a