<![CDATA[This study aims to analyze the influence of visual design and perceived product value on the purchase decisions of Valorant weapon skins among Generation Z in Bogor City. A quantitative approach was employed through a survey of 100 Generation Z respondents who had previously purchased Valorant weapon skins. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression using SPSS. The results indicate that visual design has a positive and significant effect on purchase decisions, with a t-value of 3.174 and a significance value of 0.002. Perceived product value also has a positive and significant effect, with a t-value of 16.201 and a significance value of 0.000. Simultaneously, both variables significantly influence purchase decisions, with an F-value of 143.361 and a significance value of 0.000. The Adjusted R² value of 0.742 indicates that visual design and perceived product value explain 74.2% of the variance in purchase decisions, while the remaining 25.8% is attributable to other factors not examined in this study. These findings demonstrate that visual appeal and consumers’ perceived product value are important considerations when purchasing virtual products. The study highlights the relevance of understanding consumer perceptions in digital gaming markets, particularly among Generation Z. These results may provide useful insights for developers and marketers in designing attractive virtual products and communicating their perceived value to consumers, thereby supporting informed marketing strategies in the competitive gaming industry.]]>
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