[guided]Fix $i,j\in I$ and choose a point $x\in f^{-1}(V_i\cap V_j)$. The condition $x\in f^{-1}(V_i\cap V_j)$ means exactly that $f(x)\in V_i\cap V_j$, so the original transition formula for the frames of $E$ may be evaluated at the point $f(x)$.
For each frame index $a\in\{1,\dots,r\}$, the pulled-back frame vector is defined by
\begin{align*}
\tilde e_{j,a}(x)=(x,e_{j,a}(f(x)))\in (f^*E)_x.
\end{align*}
The original transition function $g_{ij}:V_i\cap V_j\to GL(r,\mathbb R)$ is defined by the following identity for every $y\in V_i\cap V_j$:
\begin{align*}
e_{j,a}(y)=\sum_{b=1}^r e_{i,b}(y)\,(g_{ij}(y))_{ba}.
\end{align*}
We now substitute $y=f(x)$, which is allowed because $f(x)\in V_i\cap V_j$. This gives
\begin{align*}
e_{j,a}(f(x))=\sum_{b=1}^r e_{i,b}(f(x))\,(g_{ij}(f(x)))_{ba}.
\end{align*}
The fibre of the pullback vector bundle over $x$ is the vector space
\begin{align*}
(f^*E)_x=\{x\}\times E_{f(x)}.
\end{align*}
Its vector space operations are inherited from the fibre $E_{f(x)}$ in the second component. Hence the preceding equality in $E_{f(x)}$ becomes an equality in $(f^*E)_x$. First,
\begin{align*}
\tilde e_{j,a}(x)=(x,e_{j,a}(f(x))).
\end{align*}
Substituting the frame-change formula in the second component gives that $\tilde e_{j,a}(x)$ is the pair whose first component is $x$ and whose second component is
\begin{align*}
\sum_{b=1}^r e_{i,b}(f(x))\,(g_{ij}(f(x)))_{ba}.
\end{align*}
Because scalar multiplication and addition in $(f^*E)_x$ are inherited from $E_{f(x)}$ in the second component, the preceding expression equals
\begin{align*}
\tilde e_{j,a}(x)=\sum_{b=1}^r (x,e_{i,b}(f(x)))\,(g_{ij}(f(x)))_{ba}.
\end{align*}
Using again the definition $(x,e_{i,b}(f(x)))=\tilde e_{i,b}(x)$ for each $b\in\{1,\dots,r\}$, we obtain
\begin{align*}
\tilde e_{j,a}(x)=\sum_{b=1}^r \tilde e_{i,b}(x)\,(g_{ij}(f(x)))_{ba}.
\end{align*}
This is exactly the change-of-frame relation for the pulled-back frames, with the same matrix as the original transition matrix evaluated at $f(x)$.[/guided]