The criteria is not who you like more, but who would win a one-on-one contest.
Ravishing Rick Rude was a great competitor and has pretty good in the ring for someone that was more well known for their physique than their mat wrestling ability. But that being said, Jeff Jarrett has always been more successful against higher level opponents. Rude rarely beat anyone that wasn't a jobber. Rude does have the advantage of Heenan at ringside, but Jarrett would have his trusty guitar. Also, with this being in the WCW region, the advantage of screwy finishes goes Jarrett's way.
Jarrett pinfall by screwy WCW finish (hits Rude over head with guitar behind ref's back, pins him with guitar pieces everywhere), 18 minutes.