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This study aims to scrutinise the impact of fibre length and its composition on the tribological attributes of oil palm fibre (OPF) polymeric composite as an alternative brake friction material.

Fabrication of the sample was conducted by using a hot-compression method. The tribological test was carried out by deploying a ball-on-disk tribometer. Analysis of the data was then done by using the Taguchi approach as well as analysis of variance.

The results indicated that all design variables (fibre composition, length and treatment) are not statistically significant, as all p-values are greater than 0.05. Remarkably, irrespective of the fibre treatment, the wear rate and coefficient of friction (COF) distribution suggested that a smaller fibre length with a high fibre composition might enhance the composite’s tribological performance with COF of 0.4 and wear rate below than 1 × 10^–9 mm³/Nm. The predominant wear mechanisms were identified as micro-cracks, fine grooves and fibre debonding.

In this study, all-inclusive scrutiny needs to be carried out for further exploration.

The main contribution and novelty of this study are opening a new perspective on the formulation of new substances from bio-based material (i.e. OPF) that possess superior tribological characteristics for friction-based applications.

This study aims to determine the effect of Islamic branding, experiential marketing and word of mouth on college decisions and to find marketing strategies through strengthening Islamic branding based on experiential marketing to increase the number of students at Muhammadiyah-Aisyiyah Higher Education.

This study used a quantitative method, with data collection carried out using a survey method by giving questionnaires to respondents. The respondents' criteria are active students, at least in semester three, who have studied at Muhammadiyah-Aisyiyah Higher Education in Indonesia, using a sampling technique with accidental sampling. Data analysis used Partial Least Square - Structural Equation Modeling to determine the estimated results or model predictions.

The results showed a significant direct effect of experiential marketing, Islamic branding and word of mouth on college decisions. There is an indirect effect between experiential marketing and Islamic branding on college decisions through word of mouth, but the word-of-mouth variable could not mediate the relationship between experiential marketing and Islamic branding on college decisions perfectly.

The limitation of the results of the study is that it uses respondents who are and have participated in learning activities on the Muhammadiyah-Aisyiyah Higher Education, where the Muhammadiyah-Aisyiyah Higher Education has added value compared to other private campuses. The added value on the Muhammadiyah-Aisyiyah Higher Education is the overall learning activity based on Kemuhammadiyahan Islam in Indonesia. Islam Kemuhammadiyahan is the identity of the Islamic branding strategy on the Muhammadiyah-Aisyiyah Higher Education, which is only owned by the Muhammadiyah-Aisyiyah Higher Education.

This study recommends marketing strategies through strengthening Islamic branding based on experiential marketing to increase the number of students at Muhammadiyah-Aisyiyah Higher Education.

The novelty of this research is the addition of experiential marketing and Islamic branding variable measurements on word of mouth and college decisions, especially prospective students to study at Islamic Higher Education in Indonesia.