The Gods/Godesses of Love were usually also in charge of fertility... The male ones took care of fertility of the soil, and the cattle, while the female were in charge of relationships, children, etc. By sacrifing/worshipping you had a better chance of getting the husband/wife you wanted, and have children.

Humans creates gods for just about anything, being in love, as the intense emotional turmoil it is, and the grief or happiness it brings, certainly bring out the need for a deity. You need someone to pray to, or blame, depending on the situation.