I did installer stuff for about ~10 years, mostly InstallShield, deep in the weeds with Windows Installer table editing and custom actions, and making the InstallScript engine do things it wasn't designed for.

These days, I would personally use NSIS for small stuff. Wix installer for anything bigger/more enterprisey. Last I checked SharpDevelop's WYSIWYG editor was pretty decent for Wix dialogs.