Pesona Mamah Muda Hijabers Cantik Mangga Tobrut - Indo18 -
| Dimension | Dominant Pattern | Frequency | |-----------|------------------|-----------| | Hijab style | Soft, pastel‑tinted pashmina drape, often matching the product’s brand colour (lime‑green) | 78 % | | Setting | Domestic kitchen + outdoor market (reflecting “mom life” & “community”) | 65 % | | Props | Mangga Tobrot bottle placed within arm’s reach, highlighted by a subtle glow effect | 82 % | | Facial expression | Warm smile, eyes directed toward camera (engagement cue) | 71 % | | Slogans | “Segar, Cantik, Energi untuk Ibu Muda” (Fresh, Beautiful, Energetic for Young Mothers) | 100 % |
Interpretation: The campaign consistently blends modesty (hijab, soft colours) with vibrancy (lime‑green accents, bright lighting), constructing an aspirational yet relatable image.
| Sample | Age | Education | Religious Self‑Rating* | |--------|-----|-----------|------------------------| | FGDs | 20‑35 | Undergraduate / Graduate | 1 = Low – 5 = High | | Survey | 20‑35 | 68 % Bachelor, 22 % Master, 10 % High School | 1‑5 | Pesona Mamah Muda Hijabers Cantik Mangga Tobrut - INDO18
*Self‑rating based on a 5‑point Likert scale.
The visual codebook drew on semiotic categories (Barthes, 1972): | Dimension | Dominant Pattern | Frequency |
Textual codes captured slogans, health claims, and emotive adjectives (“Segar”, “Cantik”, “Energi”).
Inter‑coder reliability (Cohen’s κ) = 0.87 (acceptable). Textual codes captured slogans , health claims ,
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 personified archetypes—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.”
Despite the campaign’s commercial success (a 38 % sales lift in the first quarter post‑launch; INDO18 internal report, 2023), academic literature has paid scant attention to the semiotic construction and consumer reception of such hybrid identities. This paper addresses this gap by answering two core questions:
A recurring tension emerged: while the Hijab‑Mom’s flawless appearance reinforced aspirational desire, some viewers perceived it as over‑idealised, risking counter‑reactance (Sparks & Shepherd, 1992). Brands must therefore calibrate realism—perhaps by incorporating user‑generated content (UGC) or “behind‑the‑scenes” footage—to sustain credibility.
Hijab, motherhood, Indonesian consumer culture, brand personification, health‑food marketing, visual semiotics, cultural identity, Mangga Tobrot, INDO18.
