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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.

The study attempts to shed light on factors driving people to turn to sharia banks. The study focuses on consumer innovativeness with alternative capacity and value attractiveness as antecedents. The respondents are sharia banking consumers in Makassar. The sample size follows Malhotra 2007 formula. Respondents are reached through on-line interaction and offline contact on the spot of sharia banks. It applies the PLS tool for data analysis. It conceives that alternative seeking and innovativeness have significant effects on consumer innovativeness and desire to try the transactions with sharia banking, and consumer innovativeness has a significant effect on the desire to try the transactions with sharia banks. In this way, it explores the mediating role of consumer innovativeness in the relationship between alternative capacity and desire and that between value attractiveness and desire. Thus, the study has several novelties. It brings up new constructs such as alternative capacity, value attractiveness, and desire to try the transactions with sharia banking. The results would be that consumer innovativeness serves as a partial mediator in the relationship between alternative capacity and the desire, and a full mediator in that between value attractiveness and the desire.