Decision-making Model for Determinant Factors of Business Digital Platform Adoption by SMEs Debrina Puspita Andriani 1 , Wisnu Wijayanto Putro 2 , Sylvie Indah Kartika Sari 3 , Azizah Putri Nur Aini 4 , Agustinus Alfian Anwar 5 {debrina@ub.ac.id 1 } Universitas Brawijaya, Indonesia 1,2,3,4,5 Abstract. Small and medium enterprise (SMEs) is one of the industries that are currently growing rapidly. Its existence is not only a main pillar of the national economy, but also a pillar of family resilience. Most SMEs are family businesses that are driven, managed, and often employed their own families. The family presence had significant impact on the sustainability of SME businesses. However, empirical studies revealed contrary relationship between family ownership with the internationalization strategy of business, such as the strategy to adopt business digital platform or e-commerce for competing in the digital era. Therefore, this study aimed to assess and classify the determinant factors in business digital platform adoption that affect the SME businesses expansion. The decision making model is built in a decision tree using C4.5 algorithm. The results disclosed that organizational factor was the most significant factor in adopting a digital business platform. The organizational factors comprised enterprise resources, firm size, and management commitment. This study could support the business owners in making optimal and efficient decisions to minimize risk in order to create business and family sustainability and resilience. Keywords: Decision Analysis, Digital Platform, Family Business, SME, Technology Adoption 1 Introduction The labor absorption in small and medium enterprise (SMEs) contributes to the economy and national resilience. SMEs usually begin from a family business [1]. Ownership by the family becomes an advantage, especially in interaction and providing the capital, equipment, or other assets. Family capital is a unique combination of family values, social skills and ways of dealing with problems and challenges [2][3]. However, SMEs from a family business can be more risky than large-scale business and not a family business [4][5]. It caused by several obstacles, such as undercapitalization, poor timing and the wrong management decisions. The commencement of industry 4.0 and social era 5.0 contributed to SME management activities [6]. These activities include production, administration, inventory, marketing, and so forth. From all of them, marketing were admitted as activities that were considered causing major issues to the SME existence [7][8]. The unique characteristics of SMEs, which are mostly family businesses, required a more in-depth analysis of the readiness in adopting the technology. The modification provoked by the digital era can be considered as supporting and obstacles factors to the sustainability of SME businesses [9]. On the other hand, business digital platform plays an important role in the growth of SMEs as it allows them to compete IISS 2019, October 23-31, Malang, Indonesia Copyright © 2020 EAI DOI 10.4108/eai.23-10-2019.2293048