| Variable | Mean (SD) | Correlation (r) with PI | |----------|-----------|--------------------------| | PA (Authenticity) | 4.12 (0.71) | 0.46** | | ID (Identification) | 3.89 (0.84) | 0.53** | | AP (Attitude) | 4.05 (0.68) | 0.61** | | PI (Purchase Intention) | — | — |
Interpretation : The campaign consistently blends with vibrancy (lime‑green accents, bright lighting) , constructing an aspirational yet relatable image. Pesona Mamah Muda Hijabers Cantik Mangga Tobrut - INDO18
The hijab in Indonesia is both a 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). | Variable | Mean (SD) | Correlation (r)
In recent years, the term "hijabers" has become increasingly popular, especially among young Indonesian women. Hijabers are seen as fashion-forward, confident, and unapologetically themselves. They have become influential figures in social media, fashion, and entertainment, showcasing that modesty and style can go hand in hand. In consumer contexts, the hijab often operates as
In the vast and diverse world of social media, it's not uncommon to come across various trends and phenomena that capture the attention of netizens. One such trend that has been making waves is the rise of "Mamah Muda Hijabers Cantik," a term that roughly translates to "young, beautiful, hijab-wearing mothers." Among the many popular figures and accounts that have emerged, one name that has garnered significant attention is Mangga Tobrut, associated with the intriguing title "Pesona Mamah Muda Hijabers Cantik Mangga Tobrut - INDO18."