I read an interesting article in Ms. Magazine about how Trump understands and plays to the "the deep-seated desires, frustrated dreams, and seething resentments of millions of American men, especially white men" who have lost power as the patriarchy weakens and equality grows. That doesn't explain the women, though!

It's here: https://msmagazine.com/2020/10/22/donald-trump-patriarchy-masculinity-men-male-voters/