<![CDATA[This study aims to analyze the development of the exhibition booth contracting industry in the Jakarta, Bogor, Depok, Tangerang, and Bekasi area within the context of the MICE sector. The exhibition industry plays a vital role as an effective direct marketing medium, thereby increasing the demand for innovative and functional booths. This study employs a qualitative approach, utilizing data collection methods that include a questionnaire administered to 60 companies and interviews with 5 exhibition booth contractors. The results indicate that the booth contractor industry has experienced significant growth over the past five years, driven by the post-pandemic recovery of the MICE sector and increasing corporate branding needs. However, the industry also faces challenges such as price competition, fluctuations in production costs, and technical and technological complexities. Key factors influencing purchasing decisions include price, design quality, functionality, technological innovation, and vendor reputation. This study contributes to understanding industry dynamics and serves as a basis for strategic decision-making. ]]>
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