Excellent question!.
The Kosovo Albanians call themselves Shqip, not Albanians in their native language. They also call themselves Kosovars (i.e. Kosovoans) as if Serbs, Roma and other ethnic groups living in Kosovo are not Kosovoans.
Please note how the term "Kosovar" creeped into English usage.
Shqip of Kosovo started using name "Albanians" in 1968 to obfuscate issue of hundreds of thousands of Albanians (Shqips, citizens of neighboring Albania) crossed porous border and settled illegaly in Kosovo.
When one speak of "Albanians" it is impossible to say wether he relates to sqatters, citizens of Albania or Shqip citizens of Serbia who live legally in Kosovo.
This is the same ploy as Arabs of Palestine calling themselves "Palestinians".