Is it normal for a guy who is just a friend to be be all lovey dovey with me?

I thought I made it clear, we are just friends. I even informed him I was seeing someone. He keeps telling me he loves me, though I never say it back. He calls me beautiful. He sometimes even refers to me as "my" Bernie. It feels creepy to me. I haven't said anything, but do you think I should, or am I making a big deal over nothing?