TAF PUBLISHING

This study examines the relationship between online reviews and consumers ' buying patterns in the food business, with Trust Propensity (TP) functioning as a moderator. A sample size of 100 respondents was collected using a convenience sampling technique at a particular point in time, providing strong support for the hypothesis. The collected data was then examined using SPSS statistical software. The collected data was examined using SPSS to determine the mean, standard deviation, independent t tests, and moderation regression analysis. The data demonstrated that online reviews had a major impact on customer purchasing patterns. As a result, restaurant managers must pay special attention to client reviews posted online. However, further study in any other area might be undertaken to acquire a better knowledge of how online reviews may affect their operations. This study is significant as it provides useful insight into the impact of online reviews on consumer buying decisions in the food industry. Additionally, it is one of the first studies to explore TP as a potential moderator in this relationship. This research may be used as a reference for restaurant managers to tailor their marketing strategies accordingly for better customer satisfaction and loyalty.