<![CDATA[The collaboration between MRT Jakarta and Tahilalats represents a co-branding strategy that utilizes public spaces to strengthen brand image while enhancing user engagement. Although co-branding strategies have been widely implemented in commercial industries, studies examining their application in public transportation services remain limited. This study aims to analyze the influence of the MRT Jakarta–Tahilalats co-branding strategy on MRT Jakarta's brand image and user behavior. The study is based on Keller's (2013) co-branding theory, the concept of brand image, and the concept of user behavior proposed by Ajzen and Fishbein (1975) as well as Eagly and Chaiken (1993). This research adopted a positivist paradigm using an explanatory quantitative design, a survey method, and questionnaire-based data collection techniques. Data were collected from 100 MRT Jakarta users selected through purposive sampling. The data were analyzed using PLS-SEM with SmartPLS 4 tools. The findings indicate that the co-branding strategy has a positive and significant effect on MRT Jakarta's brand image, with a path coefficient of 0.582 and a p-value of 0.000. Furthermore, the co-branding strategy also has a positive and significant effect on user behavior, with a path coefficient of 0.814 and a p-value of 0.000. These findings demonstrate that the collaboration between MRT Jakarta and Tahilalats successfully strengthens the public's positive perception of MRT Jakarta while encouraging greater user interest, understanding, and intention to use MRT Jakarta services]]>
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