Help me, please?

So there's this guy. And he really, really likes me. Like, obsessed. He texts me all the time, telling me I'm beautiful and that he loves me and he gives me notes after class saying how pretty I am and all that...I know. It's sweet, it's really cute, but he keeps asking me out and I keep saying no, because...well, I just don't like him. My friends are telling me I'm being a jerk, but I can't force myself to like him, right? He's not good looking, he's a head shorter than me...I know I sound like some mean girl but I'm not, really, I really am nice. I just don't like this kid and he won't give up and I don't know how to break it too him without hurting him really bad. He's adorable, but I just don't like him. What do I do?