Factors influencing buyers’ decisions in buying high-rise residential in hillside area

This research explores the factors that influence buyers’ decisions in purchasing high-rise residential properties in the hillside area, specifically in Cameron Highlands. As the demand for hillside development increases in this environmentally sensitive region, understanding buyer preferences is crucial for promoting sustainable and market-relevant housing development. A quantitative research approach was employed through the distribution of structured questionnaires to individuals with interest in high-rise residential units across Cameron Highlands. The study focuses on six main factors, namely price, location and design, view and ventilation, type of neighborhood, facilities and amenities, and safety and risk, encompassing a total of 18 sub-factors. Data collected from 218 respondents were analyzed using descriptive statistical methods, particularly mean score analysis. The findings revealed that Price is the most important factor influencing buyers' decisions, with sub-factors such as affordability, value for money, and potential return on investment receiving the highest importance scores. This reflects the financial awareness of buyers in Cameron Highlands, where purchasing decisions are strongly shaped by property pricing that fits within their budget, offers long-term investment potential, and delivers meaningful value relative to cost. The results offer valuable insights for real estate developers, planners, and policymakers to better tailor high-rise residential projects in line with market demand while maintaining environmental sustainability in highland regions.