<![CDATA[The growth in housing demand drives residential development, including Permata Regency Lamongan Housing, which faces location constraints in suburban areas and high investment costs. This study aims to analyze investment feasibility using Net Present Value (NPV), Internal Rate of Return (IRR), and Benefit-Cost Ratio (BCR) methods, as well as to determine the influence of location on consumer purchasing decisions. The study employs a quantitative approach utilizing primary data from questionnaires distributed to 33 respondents and secondary data from project documents. Analysis was conducted using NPV, IRR, BCR, simple linear regression, and t-tests. The financial analysis results indicate a contradiction in the 1-year period; while the IRR of 7.59% exceeds the 6% MARR, the NPV of -IDR 483,410,632 and a BCR of 0.85 indicate that the project is not yet feasible in the short term. Therefore, feasibility decision-making must be evaluated over the medium term; within a minimum 2-year projection, the investment demonstrates fulfillment of all feasibility criteria with a positive NPV of IDR 1,995,928,211. Additionally, location has a positive and significant effect on purchasing decisions, with a calculated $t_{\text{value}}$ of 9.52 > $t_{\text{table}}$ of 2.03951 and a coefficient of determination of 74.52%. Consequently, the investment is declared comprehensively feasible in the medium term, and the location factor serves as a vital determinant in enhancing consumer purchasing decisions.]]>
