<![CDATA[This study examines the determinants of profitability at PT Bank Mandiri (Persero) Tbk by analyzing the effects of social strata, lifestyle, mobile banking adoption, and information technology (IT) investment during the 2020–2025 period. A quantitative approach with a longitudinal time-series design was employed using secondary data obtained from annual reports, banking statistics, and relevant company publications. Profitability was measured using Return on Assets (ROA), while the data were analyzed using regression analysis with Stata. The results show that social strata, lifestyle, mobile banking adoption, and IT investment have positive effects on profitability. Among the variables examined, mobile banking adoption demonstrates the strongest influence, highlighting the importance of customer participation in digital banking services in supporting bank profitability. Social strata and lifestyle contribute through customers’ financial capacity and digital transaction behavior, while IT investment supports profitability through digital infrastructure and operational efficiency. The findings emphasize that profitability in conventional banking is increasingly associated with the interaction between customer characteristics, digital behavior, and technological capabilities. PT Bank Mandiri should therefore prioritize increasing active mobile banking usage while ensuring that IT investment and digital services remain aligned with customers’ needs.]]>
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