My female friends are in love with me (I am a girl too but not attracted to girls)

It happened before and it happened again.. a close friend of mine fell in love with me.

I am not into girls tho. In my friend group are a few queer people (mostly bi or gay) and I had a little bi-curious phase too two years ago. And I am very touchy with all of my friends because it’s just my way of showing that someone is important to me? And my humor is literally saying things like “let’s marry” or even “let’s make babies” to my friends regardless of their gender. I discovered that there are many people in our school who think I am bi or a lesbian because I am not the girly girl and since they aren’t homophobic the “rumors“ that I am queer weren’t anything bad and everyone seems to believe it and be fine with it.
So I think it is my fault that they now don’t believe me when I say that I am straight.
And now this close friend of mine is obviously in love with me and doesn’t even try to hide it.. it’s not that it makes me feel uncomfortable or anything, it’s just that she won’t listen and I don’t want to hurt her. It’s easier to continue with what I usually do and pretend nothing happened and I don’t want to hurt or make things awkward between us.

It feels wrong to just walk up to her and say “yeah I am sorry I am not into girls actually” because I was the one sending her signs I think. Last time the girl just told me that she loves me and that was my chance to say that I don’t like her back. What should I do?