Chapter 2 Literature ReviewTheoriesThe theories discussed in this research are the marketing mix theory. Basically, there are four elements of marketing mix theory that can influence the notebook customer's purchasing decision: product, price, place and promotion. The marketer should carefully analyze the customer's behavior in purchasing a notebook and find and implement the appropriate marketing mix strategies in marketing their product. Furthermore, marketers should know how exactly the implementation of their marketing mix strategies can influence customers' purchasing decision. Product is one of the elements in marketing mix strategies and is explained as an object or service that is mass-produced or manufactured on a large scale. scale with a specific volume of units. In addition to mass production, the product strategy normally used by the company to compete with other competitors is to make a unique and specific, customized, special in design, multifunctional product in order to attract the customer's heart to purchase the company's products. 'agency. Meanwhile, pricing strategies are important and must be considered by every marketer before marketing a new product in a new market. Basically, price is the amount the customer pays for the product. It is determined by a number of factors including market share, competition, material costs, product identity, and the customer's perceived value of the product. The company can increase or decrease the price of the product if other stores have the same product. Place is another important element in marketing mix strategies and significantly influences the customer's purchasing decision. Basically, location represents where you can purchase a product. It is often defined as the distance... to the center of the card... discounts, rewards, advertising specials, loyalty program rewards, contests and games (Dave Dolak, 2010).2.4 Influencing the customer's purchasing decision on notebookPlace is a another element in marketing mix strategies that refers to the way in which a product reaches the people who will buy it. It is often called a “distribution strategy”. There are two basic types of distribution, direct and indirect. Direct distribution is where a company sells directly to the customer, while indirect distribution involves entire sellers and retailers. If a company doesn't offer its product or service in the right place and at the right time, fewer customers will buy it. Marketers, especially those selling notebooks, need to consider the suitable place for their customers to purchase and the target market should be populated with the customer who can afford to buy notebooks. It is important for