ANALISIS PERILAKU KONSUMEN TERHADAP LAGU POP BERTEMA SEDIH DI YOUTUBE BERDASARKAN JUMLAH VIEWS DAN LIKES

Abstrak

Penelitian ini bertujuan untuk menganalisis hubungan antara jumlah views dan likes terhadap perilaku konsumen dalam mengonsumsi musik digital pada lagu pop bertema sedih di YouTube. Penelitian menggunakan pendekatan kuantitatif dengan metode deskriptif korelasional. Data penelitian diperoleh dari 10 lagu pop bertema sedih yang diakses melalui YouTube pada tahun 2026. Variabel yang digunakan dalam penelitian ini meliputi jumlah views dan jumlah likes. Teknik analisis data dilakukan menggunakan statistik deskriptif dan uji korelasi untuk mengetahui tingkat hubungan antarvariabel. Hasil penelitian menunjukkan bahwa terdapat perbedaan jumlah views dan likes pada setiap lagu. Lagu “Rumah Singgah” memiliki jumlah views tertinggi, sedangkan lagu “Selesai” memiliki jumlah views terendah. Pada variabel likes, lagu “Runtuh” memperoleh jumlah likes tertinggi dan lagu “Tapi Diterima” memperoleh jumlah likes terendah. Hasil analisis statistik menunjukkan rata-rata jumlah views sebesar 81.945.441 dan rata-rata jumlah likes sebesar 330.400. Berdasarkan uji korelasi diperoleh nilai koefisien korelasi sebesar 0,812 dengan nilai signifikansi 0,004. Nilai tersebut menunjukkan adanya hubungan positif yang sangat kuat dan signifikan antara jumlah views dan likes. Temuan penelitian mengindikasikan bahwa semakin tinggi tingkat penayangan suatu lagu, maka semakin besar pula tingkat apresiasi pendengar yang ditunjukkan melalui jumlah likes. Dalam kajian ekonomi mikro, jumlah views dapat menggambarkan tingkat permintaan konsumen terhadap musik digital, sedangkan jumlah likes mencerminkan preferensi serta kepuasan konsumen setelah mengonsumsi produk digital tersebut. Selain itu, popularitas lagu juga dipengaruhi oleh faktor emosional, media sosial, kualitas lirik, melodi, dan popularitas penyanyi.

This study aims to analyze the relationship between the number of views and likes on consumer behavior in consuming digital music, especially sad-themed pop songs on YouTube. The research used a quantitative approach with descriptive and correlational methods. The research data were obtained from 10 sad-themed pop songs accessed through YouTube in 2026. The variables used in this study were the number of views and the number of likes. Data analysis techniques included descriptive statistical analysis and correlation tests to determine the relationship between variables. The results showed differences in the number of views and likes for each song. The song “Rumah Singgah” had the highest number of views, while “Selesai” had the lowest number of views. In the likes variable, the song “Runtuh” received the highest number of likes, while “Tapi Diterima” received the lowest number. The statistical analysis showed that the average number of views was 81,945,441 and the average number of likes was 330,400. Based on the correlation test, the correlation coefficient value was 0.812 with a significance value of 0.004. These results indicate a very strong and significant positive relationship between the number of views and likes. The findings indicate that the higher the number of song views, the higher the audience appreciation reflected in the number of likes. From a microeconomic perspective, the number of views can describe consumer demand for digital music, while the number of likes reflects consumer preferences and satisfaction after consuming digital products. In addition, song popularity is also influenced by emotional factors, social media, lyric quality, melody, and singer popularity.