The hijab in Indonesia is both a religious practice and a cultural fashion statement (Kusumah, 2019). Scholars such as Azra (2021) argue that the hijab has been re‑negotiated through media, shifting from a binary of oppression‑liberation to a site of agency. In consumer contexts, the hijab often operates as a visual cue that signals modesty, trustworthiness, and social conformity (Mulyani & Rahman, 2020).
Mamah Muda Hijabers Cantik Mangga Tobrut, known for her vibrant presence on INDO18, has carved a niche for herself with her unique blend of fashion, lifestyle, and personal stories. Her hijab style and the way she incorporates it into her daily life have made her a role model for many young women looking for fashion inspiration that aligns with their values.
| 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.
Let me know how I can assist respectfully and constructively! The hijab in Indonesia is both a religious
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: In the vast digital landscape, influencers and content
In the vast digital landscape, influencers and content creators have become pivotal in shaping trends, opinions, and inspiration. Among these digital personalities is Mamah Muda Hijabers Cantik Mangga Tobrut, a figure who has captured the hearts of many with her charisma, style, and relatability. This write-up aims to explore her journey, contributions, and the impact she has had on her audience.