PENGARUH KUALITAS LAYANAN DAN PORTOFOLIO VISUAL TERHADAP KEPUTUSAN PEMILIHAN JASA EXHIBITION BOOTH DESIGN PADA PT XYZ JAKARTA

Abstrak

This study aims to analyze in depth the role of service quality and visual portfolio factors in the B2B client decision-making process in selecting exhibition booth design services at PT XYZ Jakarta. The growing MICE (Meetings, Incentives, Conferences, and Exhibitions) industry in Indonesia drives increasing demand for professional booth design vendors from various beauty and skincare industry segments, yet qualitative understanding of client decision processes in the B2B creative services context remains limited. This study employs a qualitative approach with a single case study method. Data were collected through in-depth interviews with 20 informants who are corporate clients of PT XYZ from various beauty industry sub-segments, including Skincare & Personal Care, Beauty Retail & Multi-brand, Color Cosmetics, Premium Skincare, Organic Skincare, and Dermocosmetics. Data analysis used the interactive model of Miles, Huberman & Saldana (2014). Data validity was ensured through source triangulation and method triangulation following the Lincoln & Guba (1985) framework. Results indicate that visual portfolio plays a dominant role in the initial vendor evaluation stage as the primary selection filter, while service quality — particularly the responsiveness and empathy dimensions of the SERVQUAL model by Parasuraman et al. (1988) — becomes the determining factor in the final selection decision. Managerial implications are formulated through the 7P Marketing Mix framework (Booms & Bitner, 1981) to provide strategic recommendations for PT XYZ.