Food diversity become a way to gain food stability. Indonesia needs to diversify its staple food to gain food security. Porang rice as the analog rice can be a healthier paddy rice alternative for its lower glycemic index. Its electronic word of mouth (eWOM) as online promotion marketing can affect consumer’s attitude which in turn affects porang rice purchase intention based on the Theory of Planned Behavior. This research aims to investigate the eWOM influence on attitude; and consumer’s attitude towards porang rice purchase intention; and test the moderating effect of a price sensitivity towards the relationship of attitude and purchase intention. 160 respondents’ data was collected through online questionnaires and then analyzed using structural equation modeling (SEM) Warp-PLS 7.0. The research results show a significant positive influence of eWOM on attitude, as well as attitude towards porang rice purchase intention. A price sensitivity doesn’t have a significant moderation effect on the relationship between attitude and purchase intention.