here vs quite good reg..i felt by checking the flop i rep quite well10x 9x 7x pot controlling,if i make a straight he'll never put me on it,and with the Js i was confortable in calling any turn as well and go from there........with reising that river i only rep 7x that pot control the flop but i do have it in my range and with my overall line i dont have many bluffs in my range from his prospective(he prob thinks i would cbet XXof diamonds on the flop)
does it make sense?
should i just cbet instead?

I think this is ok just because on the river you are getting him off a lot of bluffs that beat you. You wont get him to fold a value hand much and will get herocalled by AJ sometimes but I think it's just about ok. Having said that, since that is the range you are targeting I would make the river raise smaller. I'd bet the flop the majority of the time too, but if you play with the guy often then mixing it up here is fine imo.

i wouldnt ever chk back the flop because whenever the turn comes K or 8 and he bets and you then spring into action with a raise ... it just looks so obvious like u chkd back qj on the flop to be "tricky" cuz no other made hand would play that way here....even k7 should just call on a king turn.

...he must've been bluffing because i don't really see any hands that both bet this size for value on the river and then decide to fold to a raise. jj would most often 3bet and AT blocks u having Tx and he shouldn't expect anybody calls 12 into 17 with a 9 on this river. a flush obv bet/calls and a straight bet/calls.