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As part of the UK Transport Investment Strategy, increasing PT usage is critical to achieving efficient and sustainable mobility. This paper introduces Machine Learning Influence Flow Analysis (MIFA), a novel framework for identifying the key influencers of PT usage. Using survey data from bus passengers in Southern England, we evaluate machine learning models. Subsequently, MIFA uncovers that easy payments, e-ticketing, and mobile applications can substantially improve the PT service. MIFA\u2019s implementation demonstrates that strength and importance lead to specific insights into how service characteristics impact user decisions. Practical implications include deploying smart ticketing systems and contactless payments to streamline bus usage. 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