A jig assembly for measuring the tensile strength of an electrode at a bend having a similar radius to a core, an apparatus for measuring bending tensile strength including the jig assembly, and a method for measuring bending tensile strength that measures the tensile strength of an electrode at a bend having a similar radius to a core using the apparatus for measuring bending tensile strength are provided. The jig assembly of the present disclosure includes a fixing unit configured to fix a first end part of a sample, and a plate shaped bending jig configured to provide a one point bend to a lengthwise direction cross section of the sample and to guide a second end part of the sample toward a tensile testing load unit. According to the present disclosure, it is possible to measure the tensile strength of the electrode under a similar condition to a winding process before the electrode is used in real winding applications.