5/5 game. How can i play this better?

[ImJWish]

8 handed, 2/5 at All-in in New York, Hero has about 800, Villian has a littlem ore than 600. Loose-game, lot of limping and everyone plays poorly especially after the flop. Hero limps with KJc UTG, 4 callers, SB completes, Villain checks.
Flop: J43, 1 club. Villian bets 30. Should i raise, call, or fold? Villain may not bet out top pair in this multiway pot unless he has a good kicker to go along with it. Id say 60 percent of the time he has two pair or better. I elected to call and take a card here because I felt of the 40 percent of the time he has top pair, and I could improve and stack him off later and easily let go of this hand without improvement at the turn.

Turn: J, no two-flush. Villain bets 60. I call.

River: 7. Villai bets 220. I fold.

Should I play the flop differently? My friend suggested that I raise the flop with the intention of checking the turn and showing it down cheap at the river. I feel its close between all three choices, but I feel that my choice to call was the worst. How would you go about this hand differently and why?