The ever-increasing level of broiler chicken consumption makes the business of selling broiler chickens increasingly promising and a very good business to develop. This greatly influences the level of competition in broiler chicken sales and influences the competence, self-efficacy and business motivation of broiler chicken sellers in Makassar City. The objectives of this research are: Identify the number of sales of broiler chicken businesses in Makassar City; analyze competency, self-efficacy, motivation and success of broiler chicken seller business; analyzing the influence of competence and self-efficacy on the business motivation of broiler chicken sellers and analyzing the influence of competence, self-efficacy and motivation on the success of broiler chicken sellers. The research location was carried out in Makassar City, as one of the largest locations for businesses selling broiler chickens. The research population was all broiler chicken sellers in Makassar City with a total of 50 respondents spread across Makassar City, using a purposive method. The analysis method used is Descriptive Statistics analysis and SEM. The results of the research show that: the average sales of respondents' broiler chickens in Makassar City was 14,937 kg/month and revenue was IDR. 431,968,207/month; competency and business motivation of broiler chicken sellers are in the high category; The self-efficacy and success of the broiler chicken seller business are in the medium category; competence and selfefficacy have a direct and significant effect on the business motivation of broiler chicken sellers in Makassar City; Likewise, self-efficacy has a direct and significant effect on business success, but competence and motivation do not have a significant effect on business success.