People say I don't deserve it.

Generally speaking, a person who says that you don't deserve it can only prove that you two are quarreling, or that you are rivals in love.

If it's a quarrel, you can say I don't deserve it, but you don't deserve to say I don't deserve it. You can say I don't deserve it, but you don't deserve it more than me.

If you are rivals in love, then even if I don't deserve him, you can say that you love me. I am the most important in his heart, so he will stay with me. In other words, although I don't deserve it, I love him enough. Although you deserve it, you don't love him, you only love yourself.