Factors influencing house buyers purchase decisions among middle income earners in Shah Alam

The growing housing affordability crisis in Malaysia, especially among middle-income earners, has raised concerns about accessibility to homeownership in urban areas like Shah Alam. This study aims to identify and evaluate the key factors influencing house buyers’ purchase decisions among this income group. Using quantitative research design, data was collected from 167 respondents through a structured questionnaire distributed online. The analysis, conducted using SPSS, focused on five primary factors: financial capability, location, property features, developer reputation, and accessibility to amenities. The findings revealed that location emerged as the most influential factor, followed closely by accessibility to amenities and financial capability. Property features and the developer’s reputation, while still significant, were of slightly less importance. The study concludes that practical and lifestyle-based considerations, such as proximity to workplaces, schools, and public transport, play a crucial role in shaping the housing decisions of middle-income buyers. These insights can aid policymakers, real estate developers, and financial institutions in developing targeted housing strategies and more inclusive policies that address the unique challenges faced by this segment of the population.