That lumbar support is a square plastic bag that has an intake & an exhaust valve.
That exhaust valve does 2 things. It'll hiss when deflating & when the bag reaches max. pressure it will bleed off the excess air if the pump is kept running via the switch.
The fact that it hisses when it reaches max. pressure indicates the valve is working.
Check the switch (notorious for dying,) the wiring to the pump motor & valve. IIRC, there's a relay in there somewhere.
Sometimes the wires will get abraded over the years. As the foam compresses over time, the wires may move around to just the right spot & end up rubbing & wearing against a frame rail or bracket. Or they could be pinched somewhere along the line.
Best to pull the seat & get it up on a bench to do this. Make sure that the seat is at it the front of it's travel before you disconnect the harness. That way, once it's outa the truck, it'll stand up on it's own without falling over backwards.
You'll need a 12v power source with some wire to hook it up to the seat harness once the seat is up on the bench.
You have to undo the bottom of the backrest cover. It's a zipper.
Gotta roll the cover up far enough to get at the lumbar bag & mechanisms. If you have a fold down armrest, you may have to remove it. Or you might not have to, if you can get at that stuff with the amount that the cover can be rolled up. Been a while since I had one of these seats apart. Memory has gone for a ****.