The city of Banda Aceh is one of the cities in Indonesia that is experiencing an increase in private vehicle ownership in carrying out mandatory and non-mandatory activities. With the increase in private vehicle ownership, it can have an impact on transportation system problems. The Government of Aceh through the Department of Transportation has provided public transportation, namely the Trans Koetaradja Bus which is expected to reduce traffic congestion and reduce the use of private vehicles in Banda Aceh City. The purpose of this study is to analyze the effect of measured variables (observed) and latent motivational variables (unobserved) on mode selection on mandatory activities, and analyze the effect of measured variables (observed) and latent motivational variables (unobserved) on mode selection in non-mandatory activities. This study uses Revealed Preference (RP) data collected from 200 respondents for mandatory activities and 200 respondents for non-mandatory activities, respondents are Trans Koetaradja users and private vehicle users in Banda Aceh City and its surroundings. The modeling and data analysis method used is a combination of Confirmatory Factor Analysis (CFA) and Discrete Choice Model (DCM) called the Hybrid Choice Model (HCM). The results of this study indicate that the attributes that significantly affect the choice of mode in mandatory activities are work, monthly income, SIM C ownership, travel destination distance, travel time by mode, personal vehicle problem factors, quality of Trans Koetaradja and satisfaction with Trans Koetaradja. While in non-mandatory activities are the latest education, type of work, monthly income, SIM A ownership, travel destination, personal vehicle problem factors, quality of Trans Koetaradja and satisfaction with Trans Koetaradja.
Keywords : Mandatory dan Non Mandatory Activity, Confirmatory Factor Analysis Model, Discrete Choice Model, Hybrid Choice Model.