<![CDATA[Micro, Small, and Medium Enterprises (MSMEs) in Palangka Raya City face significant challenges in enhancing competitiveness and operational efficiency, despite the continuous growth in the number of business units. One of the main issues lies in the lack of data-driven development strategies and the limited integration of information among MSME actors. This study applies a descriptive quantitative approach using the K-Means Clustering method to classify 100 MSME units based on three key aspects: financial performance, product sales, and marketing strategies. Data were collected via online questionnaires from August to October 2024. The analysis was conducted using the KNIME software to visualize and manage data effectively. The findings reveal homogeneous MSME clusters, with groups demonstrating high financial efficiency and a combination of online and offline marketing strategies showing the best performance. This study recommends that local governments develop more targeted and evidence-based strategies for MSME development. The main limitation of this research is the sample's scope, which may not fully represent the diversity of MSMEs in Palangka Raya. Future studies are encouraged to expand the geographical coverage and apply mixed-method approaches.]]>
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