Pesona Mamah Muda Hijabers Cantik Mangga Tobrut - Indo18 -

| 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) | — | — |

The phenomenon of Pesona Mamah Muda Hijabers Cantik highlights the evolving perception of beauty and modesty in Indonesia. It showcases the diversity and inclusivity of Indonesian culture, where women can be beautiful, stylish, and devout at the same time. Pesona Mamah Muda Hijabers Cantik Mangga Tobrut - INDO18

The campaign’s leverages the hijab not as a static religious symbol but as a dynamic design element that harmonises with the brand’s colour palette. This duality produces a “soft power” (Nye, 2004) that signals both modesty and modernity —the core of the pesona (charm) the brand seeks. The consistent presence of domestic settings grounds the figure in Mamah authenticity, while technology props (smartphone, TikTok logos) inject a sense of contemporary relevance. | Variable | Mean (SD) | Correlation (r)