Vietnam's real estate market has been challenging after the COVID-19 pandemic, particularly the significant changes in consumer buying behavior. This has highlighted the necessity of focusing research on the factors influencing customers' investment decisions. The objective of this study was achieved through a combination of qualitative and quantitative research methods, with data collected from 200 valid survey responses from customers who have invested in apartments in Ho Chi Minh City (HCMC). The results of the PLS-SEM structural model analysis show that 04 main factors influence customers' investment decisions: (1) location, followed by (2) financial factors, (3) corporate image, and finally (4) investment knowledge. This research not only contributes to the academic field but also supports businesses by providing useful management information, helping to improve sales quality, and attracting investment.