KAJIAN PENERAPAN PENDEKATAN BRAND IDENTITY PADA RUANG LOBBY HOTEL BINTANG TIGA METLAND HOTEL BEKASI - Kamayasti Perwitaningrum (Universitas Muhammadiyah Jakarta, 2026)
Transformasi Metland Hotel Bekasi dari hotel bintang dua menjadi hotel bintang tiga belum sepenuhnya mencerminkan perubahan identitas merek dalam aspek desain interior, khususnya pada ruang lobby yang merupakan titik temu pertama antara tamu dan hotel. Penelitian ini bertujuan untuk mengkaji penerapan brand identity pada ruang lobi Metland Hotel Bekasi guna menciptakan pengalaman tamu yang kuat dan meningkatkan kualitas ruang. Metode penelitian yang digunakan adalah kualitatif deksriptif. Hasil kajian menunjukkan bahwa elemen brand identity seperti Clear Vision, Unique Story, dan Energy belum diterapkan secara optimal. Beberapa temuan lainnya menunjukkan ketidaksesuaian dalam aspek ergonomi, pencahayaan, sirkulasi udara, serta tingkat kebisingan yang belum memenuhi standar kenyamanan. Kajian ini merekomendasikan perancangan ulang area lobby yang mengintegrasikan identitas merek secara konsisten melalui elemen warna, material, bentuk, pencahayaan, dan furnitur. Bekasi has become a region with the highest industrial absorption rate, alongside a significant increase in tourist visits, creating great potential for the hospitality industry. A strong brand identity within hotel interiors is essential to address the competition among three-star hotels. The transformation of Metland Hotel Bekasi from a two-star to a three-star hotel has not yet been reflected in its interior design, particularly in the lobi area, which serves as the primary point of interaction between guests and the hotel. This study aims to examine the application of brand identity in the lobi of Metland Hotel Bekasi to create a memorable guest experience and improve spatial quality. The research uses a descriptive qualitative method, with data collected through observation, interviews, questionnaires, documentation, and literature studies. The results show that brand identity elements based on Kim Kuhteubl’s theory have not been fully implemented. Other findings reveal inconsistencies in ergonomics, lighting, air circulation, and noise levels that do not meet comfort standards. This study recommends a redesign of the lobi area that consistently integrates brand identity through visual elements, materials, and spatial layout.