A Dataset and Measurement Study of Artificial Intelligence-Based Personalization, Purchase Decisions, and User Loyalty in Indonesian Retail E-Commerce (April–May 2026)

This dataset contains measurement data related to Artificial Intelligence-based Personalization, Customer Experience, System Quality, Purchase Decisions, and E-Commerce User Loyalty in the Indonesian retail e-commerce sector during April–May 2026. The dataset was developed as the primary data source for a quantitative research study that examines the influence of Artificial Intelligence-based personalization, customer experience, and system quality on purchasing decisions and user loyalty in e-commerce platforms in Indonesia. Data collection was conducted using an online questionnaire distributed through Google Forms. The study employed a convenience sampling technique, categorized as a non-probability sampling method, where respondents were selected based on accessibility, availability, and willingness to participate. This method was chosen because it is practical, cost-efficient, and suitable for reaching geographically dispersed e-commerce users across Indonesia. The respondents consisted of Indonesian e-commerce users who had conducted transactions on e-commerce platforms at least twice, ensuring adequate familiarity with online shopping services. The questionnaire utilized a six-point Likert scale ranging from strongly disagree to strongly agree to encourage clearer respondent evaluations and minimize neutral responses. A total of 315 valid responses were collected and analyzed. The dataset can support future research in digital commerce, consumer behavior, Artificial Intelligence adoption, and e-commerce service quality analysis.