With the rapid digitalization of food services, online food ordering platforms like GoFood have revolutionized consumer purchasing behavior. This study aims to analyze the antecedents of online food order behavior by examining the impact of Product Information, Visual Product, Product Rating, Purchase Intention and Behavior. A conceptual framework is developed to examine how these factors impact purchase intention, which subsequently affects consumer behavior and Quantitative approach was employed, surveying 250 online food consumers who actively use delivery platforms such as Gofood. Data were collected using a structured questionnaire based on a 5-point Likert scale and analyzed using Structural Equation Modeling (SEM) via SmartPLS and total of 25 indicators are used to measure the relationships between variables. The findings provide insights into the direct and indirect effects of product attributes on purchase decisions, offering valuable implications for businesses and marketers in the online food delivery sector. By understanding these factors, service providers can enhance customer engagement, optimize marketing strategies, and improve user experience to drive customer loyalty and sales.