ABSTRACT

Determining the selling price of residential housing is a critical factor in the success of housing investment projects because it requires a balance between market acceptance and developers’ financial returns. Most previous studies have primarily focused on financial feasibility analysis without integrating consumer perceptions of acceptable market prices. This study aims to determine the optimal housing selling price by integrating the Van Westendorp Price Sensitivity Meter (PSM) with financial investment feasibility analysis in a housing project. A quantitative approach was employed using primary data collected from 50 prospective consumers and secondary data obtained from the housing developer. Price analysis was conducted using the PSM method, while investment feasibility was evaluated using Net Present Value (NPV), Internal Rate of Return (IRR), Benefit Cost Ratio (BCR), and Payback Period (PP). The results indicate that the selling prices established by the developer remain within the acceptable price range perceived by consumers, and the project is financially feasible based on all investment indicators. This study contributes by proposing a housing pricing model that integrates market-based pricing perception with financial feasibility considerations to support more accurate and competitive pricing decisions in residential property projects.