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

Oetomo, Hening Widi and Lestariningsih, MArsudi and Susanti, Susanti (2017) SPATIAL ANALYSIS OF NEWSPAPER SALES IN EAST SURABAYA TRAFFIC LIGHTS USING MORAN INDEX. International Journal of Business and Administrative Studies, 3 (5). pp. 166-174. (Unpublished)

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Abstract

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.

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