<![CDATA[In today's rapidly evolving business landscape, effective product management is crucial for maintaining a company's competitive advantage. Comprehensive analysis is essential for providing insights that inform strategic business development decisions. This study examines the sales data of PT XYZ from July 2020 to May 2024 using the K-Medoids algorithm, with dimensionality reduction applied through Principal Component Analysis (PCA). The clustering results identified three customer segments: Cluster 1 with 46 customers, Cluster 2 with 76 customers, and Cluster 3 with 62 customers. For product segmentation, four clusters were identified: Cluster 1 with 52 products, Cluster 2 with 12 products, Cluster 3 with 20 products, and Cluster 4 with 53 products. The K-Medoids algorithm demonstrated superior performance compared to K-Means in terms of cluster separation and interpretability, with visualizations that enhance the understanding of customer and product distributions. This research aids the company in enhancing customer satisfaction, optimizing inventory, and increasing profitability.]]>
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