This research looks at how customer’s intentions to buy from fast-food restaurants are influenced by online reviews, brand images, and menu visuals. Understanding the factors that influence customer’s purchase decisions is of business interest due to the impact of technology and the evolution of services. The objective is to empirically ascertain how these three factors increase customer’s intentions to buy for sustainability in the restaurant industry. Structural Equation Modeling-Partial Least Squares (SEM-PLS), a quantitative method, is used in this study to examine the connection between variables. Data was gathered by randomly selecting 200 customer’s fast-food restaurants in the Jakarta Region. The results indicate that while online reviews do not significantly affect customer’s intentions to buy, brand images and menu visuals do. This implies that when it comes to fast-food restaurants, customers are more swayed by the reputation of well-known brand images and menu visuals than by online reviews. For restaurant businesses looking to improve their brand images and optimize their menu visuals to draw in and keep customers. This research offers insightful information.