There are several things to like about Naruto like his father, his rival, his official sensei, his unofficial pervy sensei and his choice of food, everything else about him is bull.
Why do I like Naruto is an interesting question. Well let me explain.
I like his determination to never give up. Naruto's life story is a huge inspiration to lots of people who read it. That's why when it ended maybe people were left in tears, not just because the story was good, but because of the emotional impact it had on its readers. Naruto wasn't just a hero who gained powers and fought bad guys. He used to be a loser in his Konoha Academy days. Sitting on a swing set alone while watching kids be picked up by their families was a daily routine for him. People HATED him and associated his existence with the Nine Tailed Fox Demon who terrorized the village and killed many people. But Naruto endured it all and became greater than anyone could've possibly imagined.
He was able to turn his life of depression and loneliness upside down. And that's what makes him so likable. Naruto truly started from the bottom (really in that order). Also that makes him easy to relate to because of his social issues.
I also like Naruto for the fact that he was able to achieve a dream literally no one thought he could attain, the dream of becoming Hokage. Who would've imagined the yellow haired brat who wore a jumpsuit and pulled pranks on people would become the leader of the strongest village in the Narutoverse? His determination is really motivating. Some people give up on their goals, but Naruto never did! If that isn't inspiring and a likable aspect of Naruto's character then I don't know what is.
Also the fact that he's such a good person is likable as well. The amount of people he saved would take years to count.
Last but not least, there is an ongoing theme of friendship in the manga that I enjoy quite a bit. Naruto would've never gotten where he is without friends. Unlike Sasuke he relied on other people at times instead of going the lone wolf route. And technically they both achieved the same amount of power at the end of the manga, but their individual quality of life is vastly different.
He never gives up.
I could continue to ramble on about why I like Naruto, hopefully that satisfies the question.
(Any fan of this series who shits on Naruto with a grudge isnt a fan in my opinion. I wrote this mainly because it disgusts me how people could be fans of this series for years and not like his character. Everything I wrote is a product of what me being a fan for over a decade looks like. Peace)
From a character standpoint, I like the fact that he called a pedophile the coolest guy. It fits in so well with the rest of his character since he's so childish. Kudos to him.