The high number of e-commerce users also creates intense competition for companies to develop their creative and innovative strategies to differentiate themselves in the market. This research aims to analyze the role of NCT 127 brand ambassadors in supporting brand image and brand awareness in Blibli e-commerce. The research approach used is descriptive quantitative with data collection methods through questionnaires distributed online. The sampling technique used was non-probability sampling with purposive sampling. The sample taken was a group of people who knew about NCT 127 and Blibli, and knew that NCT 127 was the brand ambassador of Blibli e-commerce. Data were analyzed using Structural Equation Modeling (SEM) analysis using SmartPLS software. 3.0 The research results show that the NCT 127 brand ambassador has a positive and significant influence in supporting the brand image in Blibli e-commerce. In line with brand image, NCT 127 brand ambassadors also have a positive and significant influence in supporting brand awareness in Blibli e-commerce. The conclusion that can be drawn is that the presence of the NCT 127 brand ambassador can boost the level of brand awareness and strengthen the brand image of Blibli e-commerce.