Marketing 5.0 Strategy with Superior Customer Value to Achieve Firm Performance Through Competitive Advantage at PT Bank Central Asia Tbk Medan Branch

With the fast pace of technological progress and growing competition in the banking industry, it is essential for businesses to adopt new and creative marketing strategies to improve their performance.This study looks at how Marketing 5.0 and Superior Customer Value influence Firm Performance, with a specific focus on how Competitive Advantage plays a mediating role at PT Bank Central Asia (BCA) Tbk, Medan Branch.The research uses a quantitative approach, collecting primary data through structured questionnaires from a carefully selected group of 102 customers.The data and model are analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).The results show that both Marketing 5.0 and Superior Customer Value have a positive and statistically significant effect on Competitive Advantage and Firm Performance.Moreover, Competitive Advantage has a strong positive impact on Firm Performance and acts as a key mediator between the factors (Marketing 5.0 and Superior Customer Value) and the overall business outcomes.The analysis also shows that Marketing 5.0 is the main factor driving Firm Performance, while Superior Customer Value is the most important element in creating Competitive Advantage.

Marketing 5.0, Superior Customer Value, Competitive Advantage, Firm Performance.

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