<![CDATA[ABSTRAK Penelitian ini bertujuan mengidentifikasi karakteristik landmark pada decision point yang mendukung proses wayfinding di lingkungan Kampus Universitas Brawijaya. Penelitian menggunakan pendekatan kualitatif eksploratif melalui observasi lapangan, penelusuran rute, dan metode post-test free recall terhadap 15 mahasiswa dengan tingkat familiaritas yang berbeda terhadap kawasan kampus. Analisis dilakukan terhadap decision point yang dilalui partisipan, elemen landmark yang diingat, serta karakter visual berdasarkan aspek visibility dan visual quality. Hasil penelitian menunjukkan bahwa Bundaran Universitas Brawijaya merupakan decision point yang paling banyak diingat karena berperan sebagai simpul utama sirkulasi kampus. Bangunan menjadi kategori landmark yang paling dominan diingat dibandingkan elemen ruang, vegetasi, dan signage. Aspek visibility, seperti kemudahan objek terlihat dan ukuran yang dominan, menjadi faktor utama yang memengaruhi keteringatan landmark, sedangkan visual quality berperan memperkuat identitas visual. Temuan ini menunjukkan bahwa landmark dengan karakter visual yang kuat dan ditempatkan secara strategis pada decision point dapat meningkatkan efektivitas proses wayfinding di lingkungan kampus. Kata kunci: wayfinding, landmark, decision point, visibility ABSTRACT This study aims to identify the characteristics of landmarks at decision points that support the wayfinding process within the Universitas Brawijaya campus. An exploratory qualitative approach was employed through field observations, route navigation, and a post-test free recall method involving 15 students with different levels of campus familiarity. The analysis focused on the decision points encountered by participants, the recalled landmarks, and their visual characteristics based on visibility and visual quality. The results indicate that the Universitas Brawijaya Roundabout was the most frequently recalled decision point because it functions as the main circulation node within the campus. Buildings were identified as the most dominant landmark category compared with spatial elements, vegetation, and signage. Visibility, including ease of recognition and object prominence, was the primary factor influencing landmark recall, while visual quality strengthened visual identity. These findings suggest that strategically placed landmarks with strong visual characteristics can improve the effectiveness of the wayfinding process in campus environments. Keywords: wayfinding, landmark, decision point, visibility]]>
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