Best friend or boyfriend?

Hi everyone! I need some good advices...So two years ago I met this guy at university and we become friends. I told him that I'm gay, he said the he is straight and fine with that. At first I never thought of him in a more romantic way but then something happened. I don't know how or when but we started cuddling. Kiss on cheeks, hugs, caress, usually in my car before we say goodnight after spending some time together. And than it was on my/his couch for hours, saying cute things and calling us like "my little one" or things like that. But if I tried to give him a real kiss he avoided me. I told him that I love him and he answered me "you know I'm straight and this is not possible, I'm sorry..." I was really sad but we was still best friends. We continued the same way, we even slept together (just only sleep) hugged, a lot of hearts on whatsapp (he even uses the yellow one only for me), "I miss you" when we can't see for two days and so on.I don't remember when but like four/five months ago I told him that I want him and he said again "you know I can't" so I was like "ok but than we need to stop all of this because if we cuddle I can't think of you just like a friend" he cried like if we were breaking up and said "I'm sorry I don't know how to act with a best friend, I've never had one." I found it weird to say. Anyway just friends, I was fine, he was fine, life goes on.At some point he started again. Hugs, "forcing" me to kiss him, saying "you're mine", etc... I was cold at first, no kisses, no cuddles, "I'm not yours" but he insisted. And then my feelings showed up again and now I'm fucked up, yeah again.What should I do? Now he must be aware of what he is doing because I told him what those things means to me the last time. Is he scared to love me? Or I'm like a girlfriend surrogate until he finds one? He is single since we met and he just liked two girls in this two years and did nothing. Please I need help!Thanks and I'm sorry if my English is not perfect.