If you've seen a proof of the formula $$\sum\limits_{d \mid n} \phi(d) = n$$ ($d$ runs through all the positive divisors of $n$, including $1$ and $n$), you can actually deduce the multiplicativity of $\phi$ from here. The above rule itself is not hard to prove, and requires little more than good intuition about the greatest common divisor of two numbers. I can give you a proof of the above rule if you want.
For example, let's use the above formula to show that $\phi(pq) = \phi(p)\phi(q)$ for distinct primes $p$ and $q$. The divisors of $pq$ are $1, p, q, pq$ so $$pq = \phi(1) + \phi(p) + \phi(q) + \phi(pq) = 1 + (p-1) + (q-1) + \phi(pq)$$ which implies $$\phi(pq) = pq + 1 - p - q = (p - 1)(q-1) = \phi(p) \phi(q)$$ The general case of multiplicativity can be similarly done, although it requires some tricky induction.