PT Eigerindo Multi Produk is a company that produces outdoor, travel, and riding equipment. In
early 2021, Eiger was hit by a crisis due to issuing objection letters to several Youtubers who had
poor video quality. This was concluded as one of the failed PR activities. Eiger published several
responses to deal with this crisis and made a discount program to its audience as a form of
responsibility for the crisis. The purpose of this study was to determine whether the crisis
responsibility affected the loyalty of Eiger customers with a post-crisis reputation as an intervening
variable. This study uses an explanatory quantitative approach involving 265 respondents selected
using non-probability purposive sampling technique with criteria that respondents must know this
case and have used Eiger products. This study uses path analysis as a data measurement technique
to prove whether there is a relationship between the variables in this study. Path analysis was carried
out using the AMOS 26 tool. The results showed that a post-crisis reputation was a partial-mediation
intervening variable. The direct effect in this study is more prominent than the indirect effect.