Dataset of The Role of AI Chatbots in Enhancing Customer Satisfaction: A Case Study of E-Commerce in Digital Service Transformation (2025)

This study employs a quantitative descriptive approach focusing on active Indonesian e-commerce users who have interacted with AI-based chatbots on major platforms such as Tokopedia, Shopee, Bukalapak, and Lazada. This approach was chosen to systematically measure and describe user experiences and perceptions toward AI-driven customer service within the context of Indonesia’s rapidly growing digital commerce sector.

A purposive sampling method was applied, selecting respondents based on clearly defined inclusion criteria to ensure the relevance and validity of the findings. These criteria include a minimum age of 15 years, current residency in Indonesia, and prior interaction with AI chatbots on at least one of the aforementioned platforms. This targeted sampling strategy was intended to capture respondents who are both active users and sufficiently experienced to provide meaningful feedback about their chatbot interactions.

In total, 500 respondents were selected to participate in the survey. Data collection was conducted using Google Forms between April and early May 2024, a period chosen to ensure adequate response time and representativeness. Participation in the study was entirely voluntary, and informed consent was obtained from all respondents prior to their involvement. The survey instrument contained both closed-ended and scaled questions designed to capture satisfaction levels, perceived usefulness, and other relevant indicators of user experience.

All collected data were treated with the highest degree of confidentiality and were used solely for academic and research purposes. No personally identifiable information was disclosed at any stage of the study. The findings of this research are expected to provide valuable insights into the effectiveness of AI chatbot implementation in Indonesian e-commerce and to inform future improvements in digital customer service strategies.