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The purpose of this paper is twofold. The first is to analyze the performance of TransJogja Bus: load factor and travel speed. The second is to identify the behavior of its passengers: passengers characteristics (age, gender, income, vehicle and driving license ownership), trip characteristic (trip purpose, origin destination point, access and egress mode to the bus stop, frequency of use), and the tolerable and expected waiting time. The data was obtained from the passenger boarding and alighting counting survey and on bus based interview survey involving 703 passengers. The survey was carried out from August to October 2017 on seventeen routes of TransJogja Bus. The results show that the load factor of TransJogja Bus only reaches 17.35%, consisting of 23.75% and 9% on the existing routes (1A to 4B) and the new routes (5A to 11) respectively. Meanwhile, the average bus journey speed is 20.35 km/h. Looking into the characteristics of passengers, TransJogja Bus passengers are dominated by women and young people aged less than 20 years old. This finding is linearly correlated to the trip purpose showing that most of the passengers use TransJogja Bus for a trip to school, to work, and for a recreational purpose by 39%, 18.5%, and 13.2% consecutively. Forty-three percent passengers choose to use TransJogja Bus because of the unavailability of private vehicle mode (captive users). The passengers also stated that the expected waiting time is 11 minutes and the tolerable waiting time is 22 minutes. Finally, this paper proposes some policies to increase the demand of TransJogja Bus by referring to our research findings.