Service Quality Strategy In Increasing PT Pupuk Kujang's Consumer Loyalty By Developing Mainstay Web Services

This study aims to examine the influence of the quality of Andalan Web services on the loyalty of non-subsidized consumers of PT Pupuk Kujang and to find out and analyze and design a service quality strategy implemented by PT Pupuk Kujang in developing Andalan Web services for non-subsidized consumers, using mixed methods explanatory sequential (PLS-SEM 50 respondents + interviews of 11 sources). The results showed a very strong influence (β = 0.969, R² = 0.939) with the highest indicators of access speed (0.876), complaint responsiveness (0.873), processing reliability (0.871), data reliability (0.863), and regulatory compliance (0.864). PT Pupuk Kujang's strategy includes continuous improvement, SAP integration, ITE Law 2024 security, 24/7 responsiveness, and responsive UX. Recommendations for audited chat bubble features, real-time product/stock info, redundant backups, and penetration testing for fast, responsive, accurate, secure, and regulatory compliant services to increase continuous consumer loyalty.

Keywords: Flagship Web, Service Quality, Consumer Loyalty, SERVQUAL, Mixed Methods