ANALISIS KELAYAKAN INVESTASI PERUMAHAN DITINJAU DARI ASPEK FINANSIAL DAN PEMASARAN DI DESA JIMBARAN KECAMATAN KUTA SELATAN KABUPATEN BADUNG

Abstract

This study discusses the analysis of investment feasibility of the Nusantara Hijau Housing development project located in Jimbaran Village, South Kuta, Badung Regency. This research is a Quantitative research. The results of this study indicate that this housing development project requires an investment of Rp 42,188,835,454.17. The feasibility analysis shows that this project is feasible to implement with a positive NPV of Rp 6,997,601,639 and a BCR of 1.14. This project also has an IRR of 12.10%, which exceeds the desired rate of return (IRR > 10%). The investment payback period is estimated to be achieved in the 3rd year, 10th month. In addition, this study also proposes a marketing strategy based on "marketing mix" which includes elements of product, price, promotion, and distribution. The products offered are houses with modern designs and various types that are adjusted to different target markets. Distribution is carried
out by choosing a strategic location with easy access to public facilities and transportation to increase market appeal. This study suggests the importance of careful cash flow management and setting realistic sales targets to avoid project failure and ensure financial sustainability.