SPATIAL ANALYSIS OF NEWSPAPER SALES IN EAST SURABAYA TRAFFIC LIGHTS USING MORAN INDEX

The purpose of this study is to examine whether there is a spatial relationship of newspaper sales
in a traffic light area with another neighboring area. This research was conducted in traffict light area of East
Surabaya. There are 7 sub-districts in East Surabaya namely Tambak Sari (5 traffict), Gubeng (12 traffict),
Sukolilo (7 traffict), Mulyorejo (5 traffict), Tenggilis Mejoyo (8 traffict), Rungkut (5 traffict), and Gunung
Anyar (1 traffict). Total trafficts in East Surabaya studied were 43 traffic lights. Moran Index method was
used to examine the spatial relations of newspaper sales between neighboring regions. Its calculation result
was 0.45. The calculation of Z(I) is 1.34 whereas is 1.34 whereas Z0.95= 1.645 (Table), since Z(I)<Z0.95.
This can be concluded that there was no spatial autocorrelation of newspaper sales between neighboring areas
in East Surabaya. Even though the vehicles were moving from one traffic to another in neighboring East
Surabaya; however, buyers in certain traffic will not buy another newspaper on other traffic. So there was no
spatial autocorrelation. Implication of the study: salesman of newspaper suggested to monitor fluctuation
of vehicle density in traffic light. It means they should be making online network to analyze the real spatial
correlation between traffic in East Surabaya.