He keeps asking me out - I don't like him?

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Hi. So there's this guy who reallllly likes me (for 2-3 years now). We are friends and I care about him but just as a friend. He has asked me out 3 times over the course of the last year and a half and I have always said No. He is cute and smart and sweet and perfect for some girls but I just don't feel something romantic for him. I know it would be unfair for the both of us to lead him on and I don't want to hurt him any more. The last time he has asked me out was last week and I just decided to have a talk with him and tell him that my feelings are not going to change and the best thing for him is to get over me. (as awkward it is) I'm distancing myself from him, Like he would say hey and i'll respond hi but I don't say more than that. We have a LOT of the same friends and see each other every day. Guys, What do I do? I dont want to seem like a complete bitch by complaining about this but i'm really worried for him as a friend cause he is now extremely quiet and missing out on social events just because i'm going to be there.
I'm not going to change my friend group or just go out with him for the sake of it (believe it or not i've been advised the latter)
He keeps asking me out - I don't like him?
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