Do men jokingly say "Love ya"?

This man who I am friends with for years and jokingly proposed me and then turned out, he truly proposed me. Has also often told me "Love ya". And he told me he is upset by how careless I am and not realizing how I am hurting him by dismissing his feelings. It's the first time he was so emotional, i didn't even realize he truly had feelings... I thought we were just messing with each other, joking around. What to do? I care for him, I don't want to hurt him, I had a huge crush on him years ago, but today I have different priorities.

Do men jokingly say "Love ya"?
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