Purchasing Decision of Denim Jeans in Albania

           The purpose of this study is to identify and analyze the key factors influencing consumer purchase decisions for denim jeans using a multiple linear regression model. The study aimed to provide actionable insights for businesses, marketers, and researchers in the fashion industry. A self-administered survey with closed-ended Likert scale questions was employed, and the data were analyzed using R software. A total of 225 usable surveys were collected, analyzed, and collated. This approach allowed for a comprehensive examination of consumer preferences and purchasing behavior regarding denim jeans. The results of this study revealed that fit, color, quality, style, and comfort are crucial factors influencing purchase decisions for denim jeans. Price and return policies also have a notable effect but are less impactful compared to these primary attributes. The study’s findings can guide retailers in product development, marketing strategies, and consumer engagement.