The phrase functions as a sensory shortcut, instantly signalling smooth texture, visual appeal, and premium status. Its positive sentiment (VADER + 0.68) aligns with higher purchase intent, confirming prior findings on emotive branding (Kim & Lee, 2021).
| Metric | Mean ± SD | FAO Standard | Score (0‑100) | |--------|-----------|--------------|---------------| | °Brix | 15.2 ± 0.8 | ≥ 14 | 92 | | Firmness (N) | 23.5 ± 1.7 | 20‑30 | 85 | | Titratable Acidity (%) | 0.45 ± 0.04 | ≤ 0.6 | 93 | | Pulp‑to‑Seed Ratio | 4.8 ± 0.3 | ≥ 4 | 88 | | Microbial Load (CFU g⁻¹) | 1.2 × 10² ± 3.5 × 10¹ | ≤ 10³ | 96 | | Composite Quality Index | – | – | 91 | The phrase functions as a sensory shortcut ,
All sampled fruits comfortably exceed the “high‑quality” threshold (≥ 85) defined by the Indonesian Ministry of Agriculture (2022). | Variable | Coefficient (Probit) | Significance |
| Variable | Coefficient (Probit) | Significance | Interpretation | |----------|----------------------|--------------|----------------| | Exposure to “Dara Toket Mulus” | 0.42 | p < 0.01 | Increases purchase probability by ~12 %. | | Presence of ID 91833952 | 0.27 | p < 0.05 | Raises willingness to pay by ~8 % (average premium IDR 2 500). | | Interaction (Emotive × ID) | 0.15 | p = 0.07 | Marginal synergy; consumers value traceability more when emotional cues are present. | | Age (18‑30) | –0.09 | p = 0.12 | Younger shoppers slightly less responsive. | | Income (> IDR 5 M) | 0.33 | p < 0.01 | Higher income → higher premium acceptance. | 2023). Among the many cultivars
The Indonesian mango market has experienced rapid digitalisation, with high‑quality cultivars such as Indo‑18 gaining prominence on e‑commerce platforms. This paper investigates the interplay between brand‑building narratives (“Dara Toket Mulus”), consumer nostalgia (“Kangen”), and product identification (ID 91833952) that collectively shape purchasing decisions. Through a mixed‑methods approach—combining sentiment analysis of social‑media discourse, a survey of 1 200 online shoppers, and a laboratory quality assessment of harvested Indo‑18 mangoes—we reveal how storytelling, perceived freshness, and objective quality metrics converge to create a “high‑quality” label in the Indonesian context. Findings suggest that the strategic coupling of emotive branding with transparent product identifiers can enhance consumer trust and support premium pricing for tropical fruit commodities.
The laboratory composite score (91) substantiates the “high‑quality” claim. The congruence between objective metrics and consumer perception reinforces trust—a critical factor for repeat purchases.
Indonesia is the world’s third‑largest mango producer, with an estimated 2.5 million t of fruit harvested annually (FAO, 2023). Among the many cultivars, Indo‑18 has emerged as a premium variety distinguished by its uniform colour, low fibre content, and elevated soluble solids (≈ 15 °Brix). The rise of digital marketplaces (Tokopedia, Shopee, Bukalapak) has enabled producers to reach consumers directly, bypassing traditional wholesale channels (Sutanto & Haryanto, 2022).
