You're a guitar player, not an amp player lol.For me, without contest, AMP!
Guitar : 30%
Amp : 70% (perhaps more)
Crappy guitar and good amp can sound ok, not the reverse
Guitar - 50%
Amp - 20%
Speakers/Cab - 30%
(Knowing how to dial in your rig properly - 1,000,000% lol)
Speakers are the most underrated part of your tone. Crappy amp plus good speaker can still sound good.
Listen to how different just changing speaker is:
A bunch of good not great amps with a great guitar:
Cheap amp through great speakers with great guitar: