A negative response to the use of comparative advertising in high-context cultures such as Asian cultures make use of comparative advertising is becoming increasingly unpopular. Including in Indonesia use comparative ads for low involvement products more and more are turning to the use of non-comparative ads. The sampling techniques in this study using purposive sampling technique. The population in this study is that a consumer Luwak White Koffie by the number of respondents was 200. This study tested using SEM (Structural Equation Modeling). Hypothesis test results indicate that the non-comparative ads positive and significant effect on the intrinsic attributes of the product quality. Non-comparative ads positive and significant impact on the quality of extrinsic attributes of the product. The intrinsic attributes of product quality and significant positive effect on brand loyalty. Extrinsic attributes of product quality and significant positive effect on brand loyalty. Non-comparative ads and significant positive effect on brand loyalty. Intrinsic attributes may mediate the effect of non comparative advertising to brand loyalty. And extrinsic attributes of the product quality may mediate the effect of comparative advertising to brand loyalty.
