WHAT TO DO, WHAT TO THINK, I AM SO CONFUSED?

He is playing games with you. If he wanted you, and only you, he wouldn't be fooling around so much and he'd just go in for the kill already. He's too stubborn to let you know that, and when you call him out on his shxt, that's when he seems to ignore you and beat around the bush. If he's being lovey-dovey with other girls and coming back to you when it doesn't work out, then he just sees you as a rebound, and if you keep letting yourself be that person, he'll keep doing it. If you're into him, give him an ultimatum and ask if he really has feelings for you. If he does, he'll act on them. If not, you should probably get rid of him.