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.本研究采用定量描述性研究方法，聚焦于在印尼主流电商平台（如Tokopedia、Shopee、Bukalapak及Lazada）中与人工智能（AI）聊天机器人有过交互行为的活跃印尼电商用户。之所以选择该研究方法，旨在系统测量并描述印尼快速发展的数字电商领域内，用户对AI驱动型客服的使用体验与认知态度。 本研究采用立意抽样法，基于明确界定的纳入标准筛选受访者，以确保研究结果的相关性与效度。纳入标准包括：年龄不低于15岁、当前居住于印尼境内，且曾在至少一个上述电商平台上与AI聊天机器人产生过交互。该定向抽样策略旨在招募兼具活跃用户身份与足够交互经验、能够提供有价值反馈的受访者。 本次调研共招募500名受访者。数据收集工作于2024年4月至5月初通过谷歌表单（Google Forms）完成，该时段的选择旨在保障充足的响应时长与样本代表性。本次研究的参与完全自愿，所有受访者在参与前均已签署知情同意书。调研问卷同时包含封闭式问题与量表类问题，用于采集用户满意度、感知有用性及其他相关用户体验指标数据。 所有收集到的数据均已进行最高级别的保密处理，且仅用于学术和研究用途。在研究的任何阶段均未泄露任何个人可识别信息。本研究的预期成果为：为印尼电商领域AI聊天机器人的应用效能提供有价值的洞见，并为未来数字客服策略的优化提供参考依据。