Write $\alpha(t) = (\alpha_1(t), \alpha_2(t))$. Then $ip\alpha(t) = (\alpha_1(t),y_0)$ and $jq\alpha(t) = (x_0, \alpha_2(t))$. That is, $ip\alpha = \alpha_1 \times c_{y_0}$ and $jq\alpha = c_{x_0} * \alpha_2$ (where $c_{x_0}$ and $c_{y_0}$ are the constant loops based at $x_0$ and $y_0$, respectively). Hence
$$ip\alpha * jq\alpha = (\alpha_1 \times c_{y_0}) * (c_{x_0} \times \alpha_2) \simeq (\alpha_1 * c_{x_0}) \times (c_{y_0} * \alpha_2) \simeq \alpha_1 \times \alpha_2 = \alpha,$$
and consequently
$$[ip\alpha][jq\alpha] = [ip\alpha * jq\alpha] = [\alpha].$$