THE EFFECT OF CHATBOT USABILITY AND RESPONSIVENESS ON CUSTOMER SATISFACTION AMONG GEN Z IN NGANJUK REGENCY (LAZADA CASE STUDY)

This study examines the effect of chatbot usability and responsiveness on customer satisfaction among Generation Z users of the Lazzie Chat feature on the Lazada e-commerce platform in Nganjuk, Indonesia. Using a quantitative approach with 400 respondents selected through purposive sampling, data were collected via an online questionnaire and analyzed with multiple linear regression. The results show that usability and responsiveness have a positive and significant effect on customer satisfaction, both partially and simultaneously, with a coefficient of determination (R²) of 77.1%. These findings highlight the importance of developing chatbots that are user-friendly and responsive to enhance customer experience. Theoretically, this study reinforces the application of the Technology Acceptance Model (TAM) in chatbot services, while practically providing insights for businesses to improve chatbot performance in e-commerce.