question: The COVID-19 pandemic impacts all aspects, including e-commerce. In Indonesia, social restriction creates a limitation to the customer in shopping activities. The traditional way of shopping generally requires actual products that must be seen and held, but this is an obstacle during COVID-19 pandemic conditions. Therefore, this research tries to explore the relationship of Product (P), Product Delivery Service (PDS), Product Assurance (PA) to Purchase Intention (PI). The quantitative research using Linear Regression to look for the relation of the factors. Four hundred seventy-one of e-commerce customer samples used in this article, the respondents are people who use the e-commerce to buy the product. Data collection using snowball sampling technique process. The SPSS application facilitates data processing. This article shows that product and product assurance has a relation to the purchase intention factor. However, the product delivery service has no relationship to purchase intention during the COVID-19. © 2021 IEEE.