Some do like him because he says racist bogoted things of course. But some like him because he claims to be rich and smart enough to avoid paying taxes.
Some like him for the childish nicknames he gives his opponents.
Some like him because he incites violence against those he dislikes or because he distrusts the mainstream media.
Some like him because he promises to drain the swamp and can't be tamed by the "elites".
And some like him because he promises to restore their towns and livelihoods by bringing back coal or manufacturing jobs from China.
Some like him because he promises a return to an imagined simpler and better time.
The list is painfully long. Trump has succeeded by telling everyone what he thinks they want to hear, and profiting off those who are dumb or desperate enough to believe him.