THE INFLUENCE OF VIRAL SONGS ON PREFERENCESGENERATION Z MUSIC IN THE DIGITAL ERA
Keywords:
Viral Music, Generation Z Behavior, Music Listening HabitsAbstract
This study aims to analyze the influence of viral music on the music consumption habits of Generation Z in the digital era. Using a quantitative method with questionnaires distributed to 66 respondents, the research examines nine independent variables, including viral popularity effects, music discovery sources, popularity bias, social connections, identity expression, trend prioritization over loyalty, genre exploration, rapid consumption cycles, and preference retention. The multiple linear regression analysis revealed that identity expression and trend prioritization over loyalty significantly influence music consumption behavior, while other variables were insignificant. The findings indicate that Generation Z tends to choose viral music as a means of self-expression and social adaptation, even if it does not always align with personal taste. The implications of this research provide insights for the music industry and digital platforms in developing marketing strategies tailored to Generation Z's preferences. This understanding can lead to more effective promotional campaigns that resonate with this demographic, ultimately enhancing engagement and sales. Additionally, by recognizing the role of social media in shaping music preferences, companies can leverage these platforms to create targeted content that speaks directly to the values and behaviors of young consumers
Downloads
References
Ernawati, Y. (2012). Perubahan Makna Kata Bahasa Indonesia di Media Sosial. Jurnal Silistik: Dimensi Linguistik, 1(1), 29–39.
Fretes, D. de, & Bonggaminanga, P. I. (2021). No TitlMenakar Preferensi Musik di Kalangan Remaja: Antara Musik Populer dan Musik Klasik. Tamumatra: Jurnal Seni Pertunjukan, 4(1), 9–19.
Hidayati, L., Dayulia, H. I., Fajrianti, I., Oktavianty, N., Saputra, G., Ahmad Isfan Kholidi, M. T. U., Maulana, Tegar, Komalasari, N., Ariyanti, D., & Fadilah, N. (2025). The Role of Framing and Branding in Strengthening the Image of Paokmotong Village as a Trade Center in West Nusa Tenggara Province. Jurnal Pengabdian Magister Pendidikan IPA, 8(1), 149–153.
Hidayati, L., Kusuma, L. P., Agustini, D., & Ardhana, V. Y. P. (2024). Implementasi Web Scraping untuk pengumpulan data media sosial lingkup pemerintah provinsi NTB. Jurnal Sistem Informasi Dan Informatika (Simika), 7(1), 63–72.
Nggilu, M., Tumbel, A., & Djemly, W. (2019). Pengaruh Viral Marketing, Celebrity Endorser, Dan Brand Awareness Terhadap Keputusan Pembelian Pada Geprek Bensu Manado. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 7(3), 2691–2700.
Ngongo, V. L., Hidayat, T., & Wiyanto, W. (2019). Pendidikan Di Era Digital. Open Menuprosiding Seminar Nasional Program Pascasarjana Universitas Pgri Palembang, 628–638.
Purnamasari, N. A., Hadijati, M., Hidayati, L., Komalasari, D., Baskara, Z. W., Harsyiah, L., Qudsi, J., Andriani, H., Putri, D. E., & Fid, F. (2025). Peranan Statistika di Era Transformasi Digital untuk Agen Perubahan di SMAN 1 Gunungsari Lombok Barat. Jurnal Pengabdian Magister Pendidikan IPA, 8(1), 190–193.
Putri, D. E., Baskara, Z., Harsyiah, L., Kurnia, A., Purnamasari, N. A., Hadijati, M., Hidayati, L., Andriani, H., Qudsi, J., Ilma, H., Asri, A. T. J. A., Lestari, Yuliana, Melani, J., Fadhilah, R., Syahrul, M., & Husni, M. N. (2024). Pengenalan Data Science Untuk Mempersiapkan Era Digital Pada Siswa Di SMAN 1 Gunung Sari. Jurnal Pengabdian Magister Pendidikan IPA, 7(4), 1189–1193.
Ramadhani, I. A., Jumadi, & Dewi, D. W. C. (2024). Pemertahanan Bahasa Indonesia Melalui Media Sosial Youtube pada Generasi Z. Jurnal Pendidikan, Bahasa Dan Budaya, 3(4), 144–156.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Lilik Hidayati, Adis Tia Juli Agil Asria, Ahmad Jupri, Hery Haryanto , Hendra Wiradinata, Wini Widiatuatuti (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
