A study of the attraction of the movement The ahmad dahlan street vendor center area "jombang culinary" Jombang regency

The Ahmad Dahlan Street Vendor Center “Jombang Kuliner” area experiences a surge in visitor activity, especially at night and on weekends, which gives rise to transportation problems in the form of increased vehicle volume, traffic congestion, limited parking facilities, and disruption to the function of surrounding roads. This study aims to analyze the characteristics of visitor movements, identify factors that influence movement generation, and formulate a mobility management strategy in the area. The research approach uses a quantitative method through a primary survey (observation and questionnaires for seven days) and multiple linear regression analysis. The independent variables consist of the number of private vehicles (X₁), leisure purposes (X₂), culinary variety (X₃), and strategic location (X₄), while the dependent variable is movement generation (Y). The analysis yielded a regression model of Y = 1.114 + 0.084X₁ + 0.033X₂ + 0.050X₃ + 0.076X₄ with a correlation coefficient (R) of 0.807, indicating a strong relationship, and a coefficient of determination (R²) of 0.651, meaning 65.1% of the variation in travel generation can be explained by the research variables. These findings indicate that private vehicles and strategic location are dominant factors in travel generation. Based on these results, recommended management strategies include providing parking spaces, implementing one-way traffic flow, improving pedestrian facilities, and integrating culinary areas into sustainable urban spatial plans.