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All Journal The Indonesian Accounting Review Bincang Sains dan Teknologi International Journal of Economic, Technology and Social Sciences (Injects)
Rai Rake Setyawan
Universiti Muhammadiyah Malaysia
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Industrial & Manufacturing Engineering Public Health Social Sciences Transportation

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What is the Impact of AI Agents and Agentic AI in the Field of Marketing Management? Maria Joy Casano Iglesia; Rai Rake Setyawan
Bincang Sains dan Teknologi Vol. 4 No. 03 (2025): Bincang Sains dan Teknologi
Publisher : The Indonesian Institute of Science and Technology Research

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56741/bst.v4i03.1878

Abstract

The rapid advancement of artificial intelligence (AI) has transformed marketing management from a predominantly human-centered decision-making domain into a hybrid ecosystem where intelligent agents and agentic AI systems increasingly assume autonomous roles. This opinion-based article critically examines the impact of AI agents and agentic AI on marketing management, emphasizing their transition from decision-support tools to semi- and fully autonomous decision-makers. Drawing on contemporary literature, this study argues that AI agents reshape strategic, operational, and relational dimensions of marketing by automating complex decisions, enabling agentic personalization, and redefining marketer–consumer relationships. Using a conceptual framework grounded in autonomy theory and the marketing mix, the article synthesizes existing research to highlight opportunities, risks, and managerial implications. The findings suggest that while agentic AI enhances efficiency, scalability, and responsiveness, it simultaneously raises ethical, governance, and consumer autonomy concerns. This article contributes to marketing management scholarship by integrating classic and emerging perspectives on AI agents into a coherent analytical narrative relevant for researchers and practitioners.
Cross-Border Community Engagement: University Social Action to Foster Global Awareness in Perlis, Malaysia R. Sabrina; Muhammad Irfan Nasution; Muhammad Fitra Zambak; Sigit Hardiyanto; Nugraha Pratama; Rini Astuti; Rai Rake Setyawan; Yoshida Sary
International Journal of Economic, Technology and Social Sciences (Injects) Vol. 6 No. 1 (2025): Mei 2025
Publisher : CERED Indonesia Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53695/injects.v6i1.1718

Abstract

Activity devoted to the public international. This aim is to strengthen global awareness through the implementation of Cross-Border Community Engagement: University Social Action to Foster Global Awareness in Perlis, Malaysia. held on August 23, 2025, in Peta Faizuddin Centre of Educational Excellence (FCoEE –MAIPs), Perlis, Malaysia, and Muhammadiyah University Malaysia, as a form of collaboration between Doctoral Study Programs Management, Postgraduate Program of Muhammadiyah University of North Sumatra (UMSU), and FCoEE – MAIPs. The program focuses on raising awareness of the importance of education for poor children, strengthening social concern, and fostering international collaboration to empower communities. The method used is a participatory approach with stages of preparation, implementation, observation, and evaluation. Form activity covering provisioning to children, poor about the importance of education, perseverance, and patience in the face of life challenges, implementation of Focus Group Discussion (FGD) with the manager of FCoEE –MAIPs regarding concerns about social empowerment, as well as a visit to the field to learn and practice empowerment in the community that has been implemented by the institution partners. Data obtained through observation, participation, documentation, discussion, and reflection were then analysed using a descriptive qualitative approach. Results of the activities show that participants gain an understanding of the importance of education in building the future, create space to share knowledge and experience through FGDs between college students and international partners, and broaden their outlook on practice empowerment in community-based settings through field visits. Activities also strengthen the connection and partnership between the college and the institution, in terms of social implementation, devotion to the public, and cross-country. Implications activity. This shows that cross-border community engagement can be one approach to strengthening the role of social colleges, broadening global awareness, and advancing sustainable international collaborations in education, research, and community service for the public.
Revisiting the ESG–Firm Value Nexus: The Mediating Role of Intellectual Capital in Indonesia's Energy Sector Ni Nyoman Putu Martini; Diyah Probowulan; Norita Citra Yuliarti; Rai Rake Setyawan
The Indonesian Accounting Review Vol. 16 No. 2 (2026): Volume 16 No 2 2026
Publisher : Universitas Hayam Wuruk Perbanas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14414/tiar.v16i2.5608

Abstract

This study examines the relationship between ESG disclosure, intellectual capital (IC), and firm value in Indonesia's energy sector, analyzing 34 companies listed on the Indonesia Stock Exchange (2022–2024). Four hypotheses were tested: (1) ESG's effect on firm value, (2) ESG's effect on IC, (3) IC's effect on firm value, and (4) IC's mediating role in the ESG–firm value link. Using GRI standards for ESG disclosure, VAIC as an IC proxy, and PBV/Tobin's Q for firm value, the study applied PLS-SEM via SmartPLS 4. Results revealed that ESG and IC together explained only 2.9% of firm value variation (R² = 0.029), with all path coefficients statistically insignificant at the 5% level. Specifically, ESG had a negligible negative effect on firm value (β = −0.123, p = 0.159) and IC (β = −0.006, p = 0.926), while IC's impact on firm value was also insignificant (β = 0.116, p = 0.166). The indirect effect of ESG on firm value via IC was similarly weak (β = −0.001, p = 0.947). The findings suggest that in Indonesia's energy sector, traditional financial metrics outweigh ESG or IC in driving market valuation. This challenges theoretical frameworks such as stakeholder theory, legitimacy theory, and the resource-based view, indicating their limited applicability in certain institutional and sectoral contexts.
Co-Authors Diyah Probowulan Maria Joy Casano Iglesia Muhammad Fitra Zambak Muhammad Irfan Nasution Ni Nyoman Putu Martini Norita Citra Yuliarti Nugraha Pratama Rini Astuti Sabrina, R Sigit Hardiyanto Yoshida Sary