<![CDATA[This study examines the factors influencing consumer preferences in purchasing primary homes in Bandung, Indonesia, an emerging real estate market experiencing rapid urban development and infrastructure expansion. Understanding these preferences is essential as housing decisions in such markets are shaped not only by financial capacity but also by mobility constraints, cultural tendencies, and access to public facilities. Using the Analytic Hierarchy Process (AHP), four criteria: location, financial considerations, house features, and environmental factors were evaluated through 19 pairwise comparison judgments collected from prospective homebuyers. The analysis shows that financial considerations, particularly the affordability of monthly installments, are the most influential determinant. Location ranks second, with proximity to workplaces emerging as the dominant sub-criterion. Environmental factors such as safety and tranquility also play a meaningful role. These results highlight the multidimensional nature of home-buying decisions in Bandung and offer practical insights for developers and policymakers aiming to design housing products that align with consumer priorities in rapidly urbanizing Indonesian cities.]]>
Copyrights © 2026
