Peoples, market control the price. Supply and demand, more peoples to buy, the price will going up and vice versa.
Yeah it is a collection of many things when more people to buy there is much demand so the price increase and if more people start selling the price will eventually go in the other direction and for more people to buy or sell information in the market plays a major role so good/positive information make more people to buy and increases the price and bad news change the market in the other direction so it is a chain of reactions