Menu Rahmah Purchase Intention Among University Students: Madani Economy Empowerment

Malaysia's economic slowdown following the COVID-19 pandemic has led to a struggle for basic meals. The government introduced Menu Rahmah, a price-discounted meal option, as part of the Madani economy policy. This study was conducted to examine the role of perceived price attractiveness and perceived food quality of Menu Rahmah on purchase intention among university students. By utilizing the Theory of Planned Behaviour (TPB), an online survey was conducted with 229 students who have purchased Menu Rahmah. The data was analysed using partial least square structural equation modelling (PLS-SEM) to test the relationship between the variables. The results showed that perceived price attractiveness significantly influences consumers' intention to buy Menu Rahmah, while perceived food quality does not. Apart from contributing to the comprehension of consumer behaviour and discounted products, this study also offers insights for the government and Menu Rahmah operators on the importance of consistently providing Menu Rahmah to economically disadvantaged Malaysians, particularly university students, to achieve a
Madani economy that serves all Malaysians' needs while fostering long-term economic stability and growth.