Pesona Mamah Muda Hijabers Cantik Mangga Tobrut - Indo18 -

Motherhood in Indonesian advertising is traditionally linked to nurturing, sacrifice, and domestic authority (Rohmah, 2018). However, the young mother archetype—Mamah Muda—adds a layer of self‑actualisation, highlighting aspirations beyond household duties (Tanjung, 2022). The “beautiful” qualifier (cantik) introduces a beauty discourse that intersects with health and wellness narratives.

Hijab, motherhood, Indonesian consumer culture, brand personification, health‑food marketing, visual semiotics, cultural identity, Mangga Tobrot, INDO18. Pesona Mamah Muda Hijabers Cantik Mangga Tobrut - INDO18

| Theme | Representative Quote | |-------|----------------------| | Cultural Credibility | “Seeing a hijab‑wearing mom makes me think the product respects our values.” | | Health‑Beauty Fusion | “She drinks Mangga Tobrot after playing with my kids and still looks fresh—so I feel it works.” | | Modern Motherhood | “I like that she’s on her phone, doing a TikTok, not just cooking. It shows we can be both caring and trendy.” | | Potential Over‑Idealisation | “Sometimes she looks too perfect, like a cartoon; I wonder if it’s real.” | doing a TikTok

A convergent mixed‑methods design (Creswell & Plano Clark, 2018) was employed to triangulate findings across three data sources: like a cartoon