I think we have to credit Sørensen with putting it into the nomenclature.
Enzyme Studies
Part II
On the Measurement and Significance of Hydrogen Ion Concentration in Enzymatic Processes
S. P. L. Sørenson Carlsberg Laboratory, Copenhagen Submitted 29 May 1909
A. Electometric Measurement
b) Determination of π(sub p) (page 25) π(sub p) means π subscripted with the letter p)
If one denotes by π(sub p) the electromotive force of an element produced by a mercury-calomel electrode in an 0.1 N potassium chloride solution and a platinum-hydrogen electrode the resulting hydrogen ion concentration (with a 1 N solution of hydrogen ions as a reference) of that is C(sub p) = 10(super -p) and if one denotes by π(sub q) and C(sub q) = 10(super q) the magnitude of another similar element....
That's what he wrote (more or less - no guarantee that the translation is 100%) and it's pretty clear to me that it was on page 25 that pH was defined as he wrote the hydrogen ion concentration as 10^-p and we write it as 10^-pH. But I can't attach any more significance to his choice of p and q than I do when I write, for example, "Let p be the probability of heads and q the probability of tails"