Can someone help me with guy advice?

Ok I have really low self esteem so I started tlaking to a guy.....who I secretly liked but never told him...So i guess you would say I was leading him on. I got over him though when I went back to school .. well at thi point he was like in love with me so he aksed me to hoemcoming and i went with him......now he realllly likes me and i dont like him anymore and i dont think its going to work out.so im telling him this but he doesnt get it/ Now since he likes me none of his guy friends will who im trying to flirt with...was i rong..and what should i do... i feel bad..but then i dont