given a integer n, we know that n is a factor of primes such that $$n = p_{1}^{\alpha_{1}}...p_{z}^{\alpha_{z}} = \prod_{k=1}^{z}p_{k}^{\alpha_{k}}$$
then $$n \cdot m = p_{1}^{\alpha_{1}}...p_{z}^{\alpha_{z}} \cdot q_{1}^{\beta{1}}...q_{m}^{\beta{m}}$$
can be rearranged into a single prime factorization, because $n \cdot m \in \mathbb{Z} $
So i'll just call $n=nm = \prod_{k=1}^{z}p_{k}^{\alpha_{k}}$
We also know, that given any prime p, $$\varphi(p^{k}) = (p-1)p^{k-1}$$
Then, assuming $\varphi(n)$ is multiplicative, we get
$$ \varphi(n) = \varphi(\prod_{k=1}^{z}p_{k}^{\alpha_{k}}) = \prod_{k=1}^{z}\varphi(p_{k}^{\alpha_{k}}) $$
Then,
$$ \varphi(n \cdot m) = \varphi(\prod_{k=1}^{z}p_{k}^{\alpha_{k}}) \cdot \varphi(\prod_{k=1}^{m}q_{k}^{\beta{k}}) = \prod_{k=1}^{z}\varphi(p_{k}^{\alpha_{k}}) \cdot \prod_{k=1}^{m}\varphi(q_{k}^{\beta{k}}) $$
because $p_{k}$ is a prime for all k between 1 and z,
$$ \prod_{k=1}^{z}\varphi(p_{k}^{\alpha_{k}}) = \prod_{k=1}^{z}(p_{k}-1)p_{k}^{\alpha_{k}-1} = \prod_{k=1}^{z}(1-\dfrac{1}{p_{k}})p_{k}^{\alpha_{k}}$$
$$\prod_{k=1}^{z}(1-\dfrac{1}{p_{k}})p_{k}^{\alpha_{k}} = \prod_{k=1}^{z}p_{k}^{\alpha_{k}} \prod_{k=1}^{z}(1-\dfrac{1}{p_{k}})$$
And recalling our definition of n = $\prod_{k=1}^{z}p_{k}^{\alpha_{k}}$,
$$\varphi(n) = n \prod_{k=1}^{z}(1-\frac{1}{p_{k}}) $$
Thus $\varphi(n*m) = \varphi(n) * \varphi(m) \implies \varphi(n) = n\prod_{k=1}^{z}(1-\frac{1}{p_{k}})$
If you assume the fact that $\varphi(n) = n \prod_{k=1}^{z}(1-\frac{1}{p_{k}})$ is true, you can do the opposite procedure and arrive in the conclussion that $\varphi(n)$ is multiplicative
Thus, $$\varphi(n \cdot m) = \varphi(n) \cdot \varphi(m) \iff \varphi(n) = n\prod_{k=1}^{z}(1-\frac{1}{p_{k}})$$