PokerStars No-Limit Hold'em, $1.00 BB (6 handed) from (Format: Bet The Pot)

Button ($39.55)
SB ($27.30)
BB ($107.15)
UTG ($97.70)
Hero ($107.20)
CO ($98.30)

Preflop: Hero is MP with , .
UTG raises to $4, Hero calls $4, 2 folds, SB calls $3.50, BB calls $3.

Flop: ($16) , , (4 players)
SB checks, BB checks, UTG checks, Hero bets $9, SB calls $9, BB calls $9, UTG calls $9.

Turn: ($52) (4 players)
SB checks, BB checks, UTG checks, Hero checks.

River: ($52) (4 players)
SB checks, BB checks, UTG checks, Hero bets $25, SB folds, BB folds, UTG calls $25.

Final Pot: $102

Results in white below:
UTG has Qc Kd (two pair, queens and twos).
Hero has Jh Js (two pair, jacks and twos).
Outcome: UTG wins $102.

Any reads? How loose were the blinds?

I almost always re-pop with JJ in MP to get more money in on flops like these and take the button.

As played for set value, just check it down after you get called on the flop, though I'd bet more in the $12-$16 range on the flop. You lost most of your overpair value when you didn't re-raise PF.

I haven't quite graduated to reraising with JJ in any position (is that a standard play absent of reads?). I'll do it OTB if CO open raises, or as a reverse steal in the blinds (though it's not really a 'steal' is it?:P).

Had I reraised pf, I'd HOPE that donkey would fold flop, but that's not entirely obvious. His flop call was pretty stupid, but that's why we love them.

I put him on 77-TT and really thought the river was a value bet AND would get called. Shoulda bet more on flop too.

I would reraise preflop a lot, though call is ok too.
What's up with your flop bet, in a family pot someone has a flush draw here, bet at least 14.
Turn check is ok. In such a multiway I would check river most of the time. (notice that a straingt draw hit)

Reraising JJ at 6-max is pretty standard. However, you need to just call preflop with it sometimes. The looser the raiser, the more I reraise JJ.

As most everyone else said, you need to bet the flop much harder, $12 at the minimum. I like the value bet on the river here, you just got unlucky IMO.