Feminism has accrued a lot of social and political baggage over the years - especially recently - making it more than simply believing in equal rights (which we now have, and which basically everyone agrees with). So it's not necessarily that misconceptions are to blame.
Feminism has certain problems that make it unattractive to people nowadays:
Firstly, it's highly gynocentric. Feminists and feminist theory will always look at things from a female perspective and with the presupposition that women are the victims. Because of this, more nuanced, balanced views are neglected. Everything is approached from the stance of sexism against women. And when you're a hammer, everything starts to look like a nail. So in other words, when you're a feminist, everything starts to look like sexism against women. Even the name feminism alludes to a bias here.
Secondly, feminists have a habit of being a tad melodramatic and spreading misinformation. This may often come in the form of inflated statistics or bunkum like the wage gap and the so-caled pink tax. This becomes easy pickings for skeptics and tarnishes feminist image. People also don't tend to like the idea of quotas and positive discrimination, which feminists often support.
Thirdly, all the ridiculous nonsense we see in the media and from digital rags like Buzzfeed, Vox, and HuffPo doesn't really help the perception of feminism either.
I think my problem and the problem many people have with feminism can be summed up with this satirical headline:
"Comet destroys Earth, women most affected."