After some struggling, I figure out that the answer is actually quite straightforward. Here is the key observation that is used:
For $B$ an ideal of $E$, the natural *-homomorphism $\sigma: E \to M(B)$ is multiplicative and extends the identity map on $B$. Hence for any $a \in E, b \in B$, we have $\sigma(a)b = \sigma(a)\sigma(b) =\sigma(ab)=ab$ because $ab \in aB \subset B$ ($B$ is an ideal in $E$).
This fact is used to prove the section map constructed is actually multiplicative.