Abstract
Transportation mode choice is an important aspect of transportation planning and is influenced by trip characteristics and users' socioeconomic conditions. Students at Serang Raya University have diverse travel characteristics, necessitating an analysis of factors affecting transportation mode choice preferences. This study aims to analyze the influence of travel cost, travel time, comfort, and safety and security attributes on the transportation mode preferences of Serang Raya University students, and to evaluate students' Ability to Pay (ATP) and Willingness to Pay (WTP). The study uses a quantitative method with a Stated Preference approach by distributing questionnaires to 100 respondents. Data were analyzed using validity and reliability tests, binary logistic regression, and ATP and WTP analyses. The results show that all research attributes are valid and reliable with a Cronbach's alpha of 0.842. Binary logistic regression analysis indicates that travel cost and travel time significantly affect transportation mode preferences, with travel cost being the most dominant factor. The students’ average ATP was IDR 1,432,323 per month, while their average WTP was IDR 10,227 per trip. The study also showed that motorcycles were the most commonly used transportation mode by students commuting to campus. These findings are expected to support policy formulation and the development of a more effective and efficient transportation system that meets students' mobility needs.