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The growth of sharia banking in Indonesia is though significant not as high as expected. The present study identifies two issues, among others, that have hampered this growth. They include consistence and perceived relevance. The study intends to find out their moderating roles on effects of fairness value and halal values on perceived competitive advantage of sharia banking. The novelties of the study lies on its enrichment of perceive value theory by bring up fairness value and halal value, and the insertion of consistence and perceived relevance constructs which could be typical issues of Indonesian consumers. Respondents are regular consumers of sharia banks in Makassar city. It applies PLS for data analysis. The results should be that fairness value and halal value have significant effects on perceived competitive advantage. Consumers who sense the existence of consistence and perceived relevance find their moderating roles on the effects fairness value and halal value on perceived competitive advantage.