<![CDATA[Housing is one of the sectors that continues to grow along with the increasing population, as seen in Jember Regency. In addressing the need for decent housing, developers face challenges in setting selling prices that align with the purchasing power of the community. This study aims to analyze the investment feasibility and selling price of housing in the Devankaland area, launched in 2023 by PT. Sintesa Citra Abadi. The study uses investment feasibility analysis methods through Net Present Value (NPV), Internal Rate of Return (IRR), Payback Period (PP), Profitability Index (PI), and sensitivity analysis to assess the financial viability of the housing project. The results show that the investment in the Devankaland housing area is feasible with a positive NPV of IDR 1.043.564.378, an IRR of 31% which is greater than the Minimum Acceptable Rate of Return (MARR), and a PI of 1.23, indicating project feasibility. Sensitivity analysis shows that the project remains feasible with a maximum cost increase of 15%, a sales decrease of up to 5% and an interest rate increase of up to 7.5%. Regarding the selling price, considering the consumers' ability to pay, the company can generate revenue of IDR 20,455,400,000 with a profit of 87.97%. In conclusion, the Devankaland housing project is financially feasible in terms of both investment and selling price, although attention must be given to sensitivity factors that could affect its financial viability]]>
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