Search Results: he's not into his crush anymore

So I was associates with this guy and I started to use him a little to make my crush jealous and eventually he caught on but he agreed to play along (nothing crazy like kissing or anything) I made sure he knew we were only friends. But days later it seemed like he was taking it too far and he would keep "playing along" even after I told him I wasn't trying to make my crush jealous anymore. He would try to hold my hand , hold the door for me , give me compliments and all of that so I ALMOST started to fall for him until he started acting different when my friend came around. One day that friend and I went to ask him did he like me and he said no with a straight face. I felt a little sad but i got over it and stopped talking to him as much as I use too and now a month later he's starting to act like he did before... complimenting my outfits , lips , hair , etc. and I've been avoiding him ever since he started complimenting me but now he won't stop and he's catching on that I barely talk to him anymore. So do I just cut off the entire friendship? I don't have a valid reason to be mad at him but I just am , he just does little annoying things and im trying not to get my feelings into it like I almost did before... I don't want to be that girl I promised I wouldn't be when we were close BUT I don't want to talk to him at all !! And to top it all off the same girl that went with me to ask him if he liked me just got into a big argument with him a few days ago so I don't want him to feel like all of his female friends are turning on him. What should I do?