Examining the Influence of Chatbot Characteristics and Perceived Usefulness on Customer Satisfaction among Generation Z Marketplace X Users in Jambi Province

This dataset contains survey responses from 100 Generation Z respondents in Jambi Province, Indonesia, concerning their experience with artificial intelligence chatbots on e-commerce platforms. It supports a study modelling how chatbot characteristics influence customer satisfaction, with perceived usefulness as a mediating variable, analysed using PLS-SEM in SmartPLS 4.0 and framed by the Technology Acceptance Model (TAM). The questionnaire measures six constructs through 25 items on a six-point Likert scale (1 = strongly disagree, 6 = strongly agree): PEOU — Perceived Ease of Use (4 items)RT — Response Time (4 items)DQ — Data Quality (4 items)PZ — Personalization (4 items)PU — Perceived Usefulness (4 items, mediator)CS — Customer Satisfaction (5 items) Data were collected in February 2026 through an online questionnaire distributed via social media and messaging platforms. A screening question restricted participation to respondents who had previously used a chatbot while shopping online, so all cases in the dataset are chatbot users. Sampling was non-probabilistic and purposive. There are no missing values and no duplicate records. The deposit includes the anonymised respondent-level dataset, a codebook documenting every variable, the full questionnaire wording in Bahasa Indonesia, item-level descriptive statistics, and construct composite scores. Privacy. No names, email addresses, phone numbers or other direct identifiers were collected. Submission timestamps have been generalised to date level, respondents assigned sequential anonymous identifiers (R001–R100), and geographic information reported at regency level only. Note on scope. The instrument was administered in Bahasa Indonesia without back-translation, and the sample is confined to a single Indonesian province. Results should not be treated as representative of Indonesian Generation Z as a whole.