%O https://scholar.google.com/citations?view_op=new_profile&hl=id

ID SINTA Dosen Pembimbing:
Yudi Sukmayadi: 6100381
Sukanta: 6125495
%I Universitas Pendidikan Indonesia
%L repoupi140770
%K Dandelion Effect, TikTok, Spotify, penyebaran musik digital, engagement, resonansi afektif, mixed method

Keywords: Dandelion Effect, TikTok, Spotify, digital music dissemination, engagement, affective resonance, mixed method
%T DANDELION EFFECT: Analisis Pengaruh Engagement Tiktok Terhadap Perilaku Mendengarkan Musik di Spotify
%A - Dera Raksaesa Regawa
%A - Yudi Sukmayadi
%A - Sukanta
%D 2025
%X Fenomena viralitas musik digital dewasa ini tidak lagi mengikuti pola distribusi linier, melainkan bergerak melalui algoritma dan resonansi emosional yang terbentuk di media sosial, khususnya TikTok. Penelitian ini bertujuan memahami mekanisme penyebaran musik dari TikTok ke Spotify serta merumuskan model konseptual Dandelion Effect sebagai representasi pola penyebaran musik digital yang spiral, non-linier, dan kontekstual. Dengan pendekatan mixed method sequential explanatory, analisis kuantitatif dilakukan pada 1000 video TikTok yang menggunakan lagu “Gala Bunga Matahari” karya Sal Priadi, dengan uji korelasi Spearman dan regresi robust untuk menilai pengaruh metrik keterlibatan (views, likes, comments, shares) terhadap jumlah streaming di Spotify, sedangkan pendekatan kualitatif dilakukan melalui wawancara dengan mahasiswa, kreator konten, dan praktisi digital marketing guna menggali pengalaman afektif serta perspektif industri. Hasil menunjukkan bahwa keterlibatan tinggi di TikTok tidak otomatis meningkatkan streaming di Spotify, tetapi variabel views berpengaruh positif signifikan, sementara comments justru negatif. Data kualitatif menegaskan bahwa TikTok menjadi pintu utama penemuan musik, di mana resonansi emosional dan konteks visual menentukan apakah pengguna akan melanjutkan konsumsi di Spotify. Namun, kejenuhan akibat overexposure muncul sebagai hambatan dalam konversi lintas platform. Model Dandelion Effect menggambarkan empat fase penyebaran: eksposur awal, algoritma sebagai agen replikasi, resonansi afektif sebagai pemicu adopsi, dan kulturalisasi sebagai fase akhir. Penelitian ini berkontribusi pada pengembangan kajian ekologi media dan strategi promosi musik digital dengan menekankan pentingnya keterhubungan emosional dan kontekstual, bukan semata-mata kuantitas interaksi.


The phenomenon of digital music virality today no longer follows a linear distribution pattern but moves through algorithmic exposure and emotional resonance, particularly on TikTok. This study aims to examine the mechanisms of music dissemination from TikTok to Spotify and to conceptualize the Dandelion Effect as a representation of a spiral, non-linear, and contextual pattern of digital music spread. Employing a mixed method sequential explanatory design, the quantitative phase analyzed 1,000 TikTok videos using Sal Priadi’s song “Gala Bunga Matahari” through Spearman correlation and robust regression to evaluate the influence of engagement metrics (views, likes, comments, shares) on Spotify streams. The qualitative phase involved interviews with university students, content creators, and digital marketing specialists to explore affective experiences and industry perspectives. The findings indicate that high engagement on TikTok does not automatically increase Spotify streams; however, views showed a positive significant influence, while comments demonstrated a negative effect. Qualitative insights further revealed that TikTok serves as the primary gateway for music discovery, where emotional resonance and visual context strongly determine whether users continue to Spotify for full listening. Yet, oversaturation of viral songs emerged as a barrier to cross-platform conversion. The proposed Dandelion Effect model illustrates four phases of dissemination: initial exposure, algorithm as a replicating agent, affective resonance as a trigger for adoption, and culturalization as the final stage. This study contributes to media ecology scholarship and digital music promotion strategies by emphasizing the role of emotional and contextual connectedness rather than relying solely on quantitative engagement metrics.