Demand and supply for such tokens or coins usually plays the magic too. Cryptocurency owners and their management usually have some secret marketing tricks that they can implement that could cause hype on the coin, and the more people start buying lots of that coin, the more the price will gain value. For example, some projects can make a token burn announcement, and once they do so, the price of the coin will pump. They can also announce any new model that they want to bring to their project and the announcement can make the coin value to go up.