Not too strange of a phenomenon if one considers what populism focuses on, the fabrication of divides in order to drive tribal responses from it's followers.Trump's rhetoric is only one variety of it that happens to be very effective at creating that divide, those that are swayed shouldn't really be seen as people that support all of his nastiest views, but as people that have been taken in by that sense of tribalism.
The loss of community is increasingly problematic for individuals in this day in age. There exists too many groups vying for our attention, many of which being communities that span across the globe. And with all these options, local communities may not always seem preferential to these global ones due to comparative size or accessibility. However, they still generally offer much more, and can prevent people from feeling isolated in their lives. Populist campaigns seek to take these people that are divorced from a community, often socially isolated people, and give them a group that seemingly supports them. So long as it's welcoming, it doesn't really matter who's at the head of it, nor it's beliefs.
I feel the fact that older people that aren't quite retirement age and younger men being the people that are most likely to vote for Trump kinda speaks to this theory. I feel like these groups are the most at risk when it comes to developing rewarding communities, so a group like MAGA could be appealing to them.
This has literally been a thing for like... 60 years