<![CDATA[General Background: Customer segmentation and data-driven marketing strategies are important for identifying sales potential and understanding customer purchasing behavior in the food service industry. Specific Background: PT Sukanda Djaya manages several healthy brands, including Biokul, Jungle Juice, Diamond, Oatside, and V-Soy, whose sales performance and customer contributions require systematic evaluation. Knowledge Gap: Previous studies have primarily applied K-Means clustering to data grouping, while the integration of customer segmentation insufficiently addressed in the context of healthy brand sales. Aims: This study aims to analyze customer segmentation and healthy brand sales potential at PT Sukanda Djaya using K-Means clustering, RFM, Decision Tree, SWOT analysis. Results: The analysis of secondary food service sales data from 2020 to 2024 produced silhouette scores ranging from 0.94 to 0.96, indicating high clustering quality. Diamond consistently dominated most customer clusters, whereas Oatside and V-Soy faced competitive challenges. Novelty: This study integrates K-Means clustering, RFM, Decision Tree, and SWOT analysis to connect customer characteristics with healthy brand positioning and business strategy. Implications: The findings provide a basis for prioritizing high-value customers, strengthening product distribution, developing healthy brand positioning, and formulating data-driven marketing strategies. Key Findings Customer clusters achieved silhouette scores of 0.94–0.96, indicating high clustering quality throughout the 2020–2024 analysis period. Diamond dominated most customer clusters, while Oatside and V-Soy experienced competitive pressure from other brands. The 2024 analysis identified financial potential of 520.81% for Cluster 1 and 107.58% for Cluster 2, supporting customer prioritization strategies. Keywords : Customer Segmentation, K-Means Clustering, RFM Analysis, Healthy Brand, SWOT Analysis]]>
